Websites are multi-faceted and can be optimized to achieve a variety of different results: information, user engagement, sales, etc. With there being so many dimensions, it can be difficult or even counter-productive to zero in on one specific goal. The solution to this is landing pages: stand-alone micro-environments that exist only to convert.
In a technical sense, a landing page can be any webpage that a visitor “lands” on via advertisements, Google results, or links to your site. However, from a design and marketing perspective, they operate separately and independently from your primary domain and serve only one purpose: converting visitors into customers. In other words, visitors may come to your website to read articles and comment on blog posts. But they come to your landing page to buy from you, subscribe to you, or contract your service.
Click-through pages are used to create a “sales funnel”that psychologically prepares a visitor to click through to your website and then convert. A typical sales funnel for an ecommerce website will focus on a single product, going over its features and benefits and possibly offering reviews of it. This incentivizes the potential customer to navigate through the link to the product page and make their purchase.
Lead generation is another common purpose that a landing page may serve. With lead generating landing pages, you can capture a visitor’s email and name. This creates a connection with them and allows you to eventually convert them into a customer over time as you prove your value.These landing pages employ a “carrot at the end of the stick” method for drawing visitors in. These may be: