What is a Landing Page?
In online marketing a landing page known as a lead capture page is the page that is displayed when a potential customer clicks on an advertisement or link. The page typically display sales copy that is a logical extension of the advertisement or link.
In pay per click (PPC) campaigns, the landing page can also be customized to evaluate the efficiency of different advertisements. By adding a parameter to the linking URL, marketers can evaluate the click-through rates and conversion rate to find the most efficient advertisement.
Reference landing pages
A reference landing page presents relevant information for the visitor and will display text, images, videos, or other elements. Reference landing pages are efficient if they meet the publisher objectives. For many reference landing pages, effectiveness can be measured by the income value of the advertising that is displayed on them.
A particular type of reference landing page is named webvert, where the marketing objective focuses on lead generation and interaction with the visitor. A webvert is a reference based landing page. The traffic is driven from Google Adwords and is intended to attain high Google Adwords landing page quality scores, the advantage being any Adwords campaign costs are minimized and a clear call to action, frequently a reply form.
Transactional landing pages
A transactional landing page seeks to convince a visitor to complete a transaction like as filling a form or interacting with advertisements or other things on the landing page, with the objective being the instant sale of a product or service.
A visitor taking the preferred action on a transactional landing page is referred to as a conversion. The efficiency or value of the landing page can be measured by its conversion rate, the percentage of visitors who complete the preferred action. Because the economics of many online marketing programs are determined by the conversion rate, marketers constantly test alternatives and improvements to their landing pages.
Squeeze pages
Frequently used in direct marketing, a squeeze page is targeted and focuses on capturing information about a visitor. These pages have a very high conversion rate and collect data for an upcoming targeted e-mail or direct contact campaigns.