What is a Landing Page?
Internet Marketing Dictionary | Landing Page Design

A Landing Page is the term used to describe the web page that people go to when they click on an online ad.  It is often the home page of a website but in many cases it makes sense to deliver people directly to a page that is more relevant both to the search they did and the wording of the ad, they clicked.

For example, if you sell a range of PC projectors, and you are advertising on AdWords using a specific product name as a keyword, you will usually get better results if your landing page is about that product rather than about your complete product range. This is because you are providing the searcher with the information they wanted which tend to keep your bounce rate low. A low bounce rate is generally associated with a strongly performing web page.

Landing pages are usually the best pages to test on your website in order to increase conversions and there are various systems available that let you try out different versions of a landing page to find out which one works best. This process is known as landing page optimization and it can be absolutely critical to your online profitability. In many cases testing and adjusting the content of landing pages can increase conversion rates by over 300%.