Glossary

Digital marketing terms

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Landing Page

A landing page is a web page users are brought to through certain sales or marketing tactics. In terms of marketing, a landing page is a standalone page with a focused directive and often includes a call-to-action. A common call-to-action is a sign-up form or special offer to purchase a product advertised on the site.

Landing pages complement your email marketing by offering a focused destination and message. Landing pages can also be the entry point for new contacts. You can put forms on these pages to build your list and generate leads.

The goal of your landing page is the same as for other digital marketing efforts: You want people to convert. Many ESPs can help you measure the success of your landing page through metrics. The average landing page conversion rate across all industries is 2.35%.

Your landing page should also be mobile-optimized, since over half of all emails are opened on mobile devices. What’s more, the landing page should be “beautiful,” meaning it should lead visitors into the correct action, motivate them to take action, reduce their anxiety toward taking the action, and provide a clear, easy path to conversion. It includes brand design, brand identity, and even web design.

Here’s a breakdown from our guide:

  • Motivate a person to take action – Beautiful design will motivate a person to convert by creating desire for your product or service.
  • Reduce their anxiety toward the action – Beautiful design will reduce anxiety toward conversion by addressing any fears and concerns a user might have around your product or service.
  • Provide a clear, easy path to conversion – Beautiful design will provide an easy path to conversion by making it clear what the conversion action is and removing any obstacles or distractions that may prevent the user from taking the action.

These three principles are the foundation of any great design, and, by incorporating them in your websites, landing pages, and email campaigns, you will get better marketing results.

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