Landing page — a one-page website created for one specific purpose: to encourage a visitor to complete a target action. Unlike multi-page websites or online stores, it does not contain unnecessary links, complex menus, or catalogs that could distract the user from making a purchase or submitting an application.
In online marketing and traffic arbitrage, a landing page serves as the final point of the funnel, which a person reaches directly from an ad or after warming up on a pre-landing page.
Landing page objectives
The main goal of the page — to lead the visitor to one specific target action. This may be a direct product purchase, completing an application for a call from an operator, registering for a service or online game, or signing up for a paid subscription.
What a landing page consists of
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Main screen: a striking headline with a unique selling proposition, a brief description of the benefits, and the first action button.
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Offer description: a detailed overview of the product's characteristics, ingredients, or service features accompanied by visuals.
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Social proof: customer reviews, quality certificates, awards, or usage statistics.
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Urgency triggers: promotion countdown timers, notices showing limited product availability, or crossed-out old prices with a discount.
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Order form: fields for entering information and a button to confirm the application.
How landing page effectiveness is evaluated
The main indicator of landing page quality — the conversion rate (CR). This is the percentage of visitors who submitted an application or made a purchase.
To increase this metric, any external links and unnecessary buttons that may distract a person from the target action are removed from the landing page. In traffic arbitrage, landing pages are constantly refined and tested through split tests: different headlines, order form placements, promotional timers, and prices are checked to find the version with the maximum return.
