Landing Page
A landing page is a website page that users reach through an advertisement or a link and that encourages them to take action. Most often, it is a product landing page that includes a headline with an offer, a benefits section, supporting evidence, a call to action, and a form or contact details.
Why Advertising Doesn't Work Without a Landing Page
Visitors make decisions within seconds. If a page does not address the query or promise in the advertisement, users leave, and the money spent on the click is wasted. That's why advertisements and landing pages should be tested together, ensuring that the promise made in the ad matches the page.
To improve conversion rates, it is important to maintain a consistent promise in the advertisement and on the landing page, keep one primary call to action, and remove distracting links. The page should be simple, with a clear form, load quickly on mobile devices, and make it clear to users what will happen after they complete the desired action.