Defining landing pages and related terms


It can be tricky to know when and how to use landing pages because they look like other pages on your website. In this post, we’ll provide a landing page definition, give a clear and simple overview of landing pages, and point you to similar marketing terms to continue your learning journey.

Here’s what you can expect to learn in this post:

What is a landing page?

A landing page is a standalone web page that a potential customer can only arrive at through a sales or marketing campaign. They’re designed to target an audience, grab their attention, and convince them to take one specific action.

A few common calls to action for landing pages include:

The goal of any landing page is to convert visitors into customers, and they have a great track record — the average landing page conversion rate is 2.35%.

conversion rate is 2.35

The landing pages with the best chance of conversion are mobile-optimized and design-oriented. They lead the customer to the CTA through simple sales-focused copy and brand design. This is particularly important for email marketing campaigns, as most emails are opened on mobile.

Now that you have a grasp on what a landing page is, here are a few related terms with links to more information.

Getting started with your own landing pages

Landing pages are a useful marketing tool for converting visitors into customers. When you’re ready to create your own landing page, identify the part in your next marketing campaign that would most benefit from its own CTA.

Adobe Campaign gives you everything you need to create enticing landing pages, as well as manage every stage of the customer journey.

Watch an overview to find out how Campaign can help you convert prospects into customers.