A landing page is generally that single web page, which appears by clicking the link of the website from search results or the online sponsored ads. The landing page is basically the main page for the promotional purpose to which a user is redirected by following the search results or a visible online advertisement.

Search Engine Optimization (SEO) has played an important role for the promoters or the merchants to make their landing page relevant, valid and user-friendly. Broken links, redirecting to the irrelevant landing or the promotional pages lead to the bad impression and ultimately affects the ranking of the website in the search results. Different sellers link the landing pages of their websites to the various digital marketing campaigns. These may be social media website campaigns, email marketing campaigns or the placement of the online banners or ads on the various platforms. Generally, the Landing Pages are designed for two main purposes i.e. to generate the lead or to the conversion of the visit to the transactional process which is sales. If the landing page is designed for the lead purpose, then usually these web pages have contact details of the merchants or the headquarters of the site or place, where the consumers can approach. Otherwise, if the landing page is a direct method of converting into sales, then it always directs the consumers to the checkout area of the shopping or online purchasing. This usually and most commonly occurs in the case of the E-commerce websites, where the users are buying online. These landing pages play an important role in determining the success of the online advertisement campaigns by Click through Rate Analytics and also, the conversion rates.

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The Landing Page of a promoter determines its search ranking on a particular search engine and overall visibility in the search results. If the landing page of the user is not valid, which means on certain link it shows some product and the consumer lands on the different page (which is irrelevant to him) then the search engine analytics note the activity hence, affects the overall visibility of the particular website. There are mainly two types of landing pages:

  1. Reference Landing Page: The reference landing pages generally consist of the relevant information or the details for the consumers like the contact details or the inquiry forms etc. These kinds of landing pages are generally made for the further inquiry for the interested or the prospective customers. Relevant links or the images directly provide the details, which consumers seek for getting in touch with the merchants or the sellers online.
  2. Transactional Landing Page: The ultimate goal of this landing page is to convert the visit of the consumer on the web page to the sales. These landing pages either ask the users for their detailed information for subscribing them to the frequent promotional emails of the merchant’s site or they redirect to the checkout or the payment procedure pages.

it is very important for a merchant to have a relevant and existing landing page in order to improve the visibility and ultimately generating huge revenues.

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