CRO & Funnel
What is Landing Page?
A Landing Page is a standalone web page designed for one specific conversion goal — a demo request, content download, or sign-up — built to match the message of the campaign that drives traffic to it, with minimal distractions.
Who Is It For?
Landing pages are built and optimized by CRO or growth teams, usually in close coordination with whoever runs the campaign driving traffic to them.
How Is It Used?
They’re used to maximize conversion for a specific offer by matching the page’s message exactly to the ad, email, or link that brought the visitor there.
- Match landing page headline and offer exactly to the referring campaign
- Remove navigation and distractions that could pull visitors away from the conversion goal
- A/B test headlines, forms, and layout to improve conversion rate
- Build a dedicated landing page per campaign rather than sending traffic to a general page
Related Terms & Concepts
Frequently Asked Questions
What’s the difference between a landing page and a homepage?
A homepage serves many audiences and goals at once; a landing page is built for one specific offer and one specific traffic source, with everything else stripped away.
Should a landing page have site navigation?
Usually not — removing navigation keeps visitors focused on the single conversion goal instead of giving them an easy way to leave the page.
