When you click on a link resulting from either an Internet ad or a search engine query, the page you land on is referred to as a “landing page.” Ideally, the information on the landing page matches the Internet ad selected or the search engine query you submitted. For example, if you search “World Cup Jersey,” you should see ads for Fifa®, not Alpo®.

In addition to the two methods mentioned above, visitors may also find themselves on a landing page after receiving an email containing a hyperlink or clicking on a variety of options within social media (Facebook, Twitter, LinkedIn, etc.) Online marketers track the source of the landing page entry to judge how well their campaigns are working.

In combination with analyzing a campaigns click-through rate (CTR) and conversion rate, landing page analytics can be very helpful in optimizing visitor conversions. For example, online marketers may track demographics of visitors (where are they located, how old are they, etc.) and/or if visitors clicked to another page within the same site or exited right away.

Today’s Internet features two forms of landing pages: “reference” landing pages and “transactional” landing pages. The first is exactly what it sounds like – it refers visitors to the landing page that is relevant to their needs through graphic design, captivating copy, etc. The second is also named appropriately – it intends to persuade visitors to complete a transaction. This isn’t’ always a purchase; it could be submitting an email address or taking a survey.

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