What it is
A good landing page continues the promise of the ad and makes the next step obvious: a form, a booking or a purchase.
Why it matters
For lead generation and e-commerceAds buy the visit; the page decides whether the visit becomes a lead or a sale. The same ad can succeed or fail on the page behind it.
In practice
Pages are judged by conversion rate, and tested like ads.
A common mistake
Sending every ad to the home page. A visitor who clicked a specific promise should land on that promise.
All terms