What is Landing page?

What is Landing page?

The landing page, also called the landing page or landing page, designates the page on which an Internet user arrives after having clicked on a link (commercial link, email link, linked to an advertising banner, etc.).

Landing page optimization is a cross-cutting issue in digital marketing because it concerns most digital marketing levers. This is a very important element of campaigns because it conditions the transformation of a simple clicker into a more or less qualified prospect or even into a customer.

Landing page optimization is sometimes overlooked or underestimated in the implementation of Internet marketing campaigns and this can sometimes severely penalize the performance of a campaign in the event of excessive bounce rate or something that hinders conversion. The choice and optimization of landing pages are, for example, essential components of commercial link campaigns and, more generally, of lead generation campaigns based on content marketing strategies.

In large campaigns, the landing page should normally be systematically tested. Landing page optimization has almost become a discipline in its own right in digital marketing. In particular, it often uses A / B testing procedures or even multivariate tests.

An optimized landing page generally aims to effectively formulate the value proposition or the advantages of the offer promoted on the marketing channel that is the source of traffic, avoids offering exit links that risk distracting the Internet user from the objective and proposes most often a form allowing the conversion (purchase, subscription, collection of leads, ...).

Marketing automation specifically allow you to create and optimize landing pages.


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In the example of landing page optimization below from the company Synaptic, whose purpose is to collect leads through of a white paper, we observe the use of different recurring techniques in the field:

  • Hooking work on the title of the white paper "The secrets..."
  • Uncluttered and isolated page of the site (no exit links) with sparse content
  • Lists of the advantages of the offer (here of the contents) with "visual bullets"
  • Visual materialization of the "book"
  • Use of visual cueing (the two arrows)
  • Use of CTA above the form and within the button of validation


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