A landing page can be commonly defined as the page beyond the click in a digital marketing campaign context.
Landing page optimization is a central issue for:
affiliate marketing programs
email marketing campaigns
some offline campaigns -with QR codes for instance.
Most often, the main goal of a landing page is considered as leading to conversions - directly on the page or further on the website. Naturally, landing page goals depend on campaign goals. Some landing pages are designed to provoke buying, some are designed for lead generation and others to offer self-segmentation. For some campaigns, landing pages could be more focused on branding than direct conversion.
In B2B context, landing pages are often lead gen landing pages.
Some websites may have hundreds or thousands of automated landing pages created specifically for digital campaigns.
Landing pages are key factors of campaign effectiveness and ROI, and are still sometimes insufficiently taken into account. Many failed digital campaigns are due to poor landing pages.
Landing page design and optimization rules differs according to industries, product categories, traffic sources and campaign goals. Some landing page design services may offer several hundreds of landing page templates.
For more details see landing page optimization.
There are many kinds of landing pages :
product landing pages
lead gen landing pages
facebook landing pages
dynamic landing pages
automated landing pages
personalized landing page
mobile landing pages
responsive landing pages
co-branded landing pages
co-branded affiliate landing pages
B2B landing page
An example of landing page template dedicated to convert game customers :
image credit Indiegamegirl.
A landing page with offbeat humor :