What is a landing page and what goals can it pursue?

What is a landing page?

A landing page (also “landing page”) is a specifically designed website that is intended to encourage visitors to take a specific action (conversion). These pages are deliberately minimalistic and clearly structured in order to draw attention specifically to an action.

Common goals of landing pages:

• Lead generation:
  ‍Collection of contact information, such as email addresses, for further marketing communication.
• Sales promotion:
  ‍Encourage the sale of a specific product or service.
• Information provision:
  ‍Clear and concise presentation of information on offers, topics or events.
• Event registration:
  ‍Registration of users for events such as webinars, workshops or conferences.
• App downloads:
  ‍Direct promotion of downloading a mobile application.

Characteristic features of a landing page:

• Targeted content:
  ‍Content is precisely tailored to the target group and the specific goal of the campaign.
• Little distraction:
  ‍Landing pages dispense with superfluous navigation elements and links in order to focus visitors on the desired action.
• Clear call-to-action (CTA):
  ‍Clear and eye-catching calls to action that steer visitors in a targeted manner (e.g. fill out a form, click on a button).
• Performance measurement:
  ‍Landing pages make it possible to precisely measure the effectiveness of marketing campaigns.

conclusion

Landing pages are an indispensable tool for successful online marketing, as they contribute specifically to maximizing the conversion rate. Their clear structure and focused design effectively increase the success rate of every marketing campaign.