Definition

A standalone web page created specifically for a marketing campaign, stripped of all navigation to trap visitors into a single call-to-action like mice in a very polite maze. It's where conversion optimization goes to either triumph or die trying.

Example Usage

We A/B tested 47 variations of our landing page and discovered that changing the button from blue to green increased conversions by 0.03%.

Origin

Early internet marketing term from the late 1990s, formalized in the 2000s with conversion optimization practices

Fun Fact

The average landing page conversion rate is just 2.35%, meaning 97.65% of your traffic building efforts result in absolutely nothing.

Source: Digital marketing and conversion optimization

Related Terms

Beginner

skippable ad

A video advertisement that graciously allows viewers to escape after five seconds, forcing advertisers to frontload value or face mass abandonment. Democracy in action, if democracy involved selling you soap.

📣 Marketing / Advertising
Beginner

customer retention rate

The percentage of customers who continue doing business with you over a specific period, revealing whether your product is good or your churn is just temporarily delayed. The metric that determines if you're running a business or a leaky bucket.

📣 Marketing / Advertising
Advanced

lookalike expansion

The process of finding new prospects who resemble your existing customers, using algorithms to clone your best audience at scale. It's digital matchmaking based on the assumption that people similar to your customers will also tolerate your product.

📣 Marketing / Advertising
Advanced

Omnichannel

A strategy where brands try to be everywhere at once, like a helicopter parent but for customer experience. The goal is a seamless experience across all channels, which in practice means your app, website, and store all crash at the same time.

📣 Marketing / Advertising
Advanced

cathedral building

Long-term brand-building activities that won't show measurable results for months or years, requiring faith that someone will eventually care. The opposite of performance marketing's instant gratification.

📣 Marketing / Advertising
Beginner

advertorial

An advertisement disguised as editorial content, wearing a journalistic trench coat to sneak past readers' skepticism. The chameleon of marketing that makes disclosure labels work overtime.

📣 Marketing / Advertising

Translate This Term

See “landing page” in Corporate Speak, Gen-Z Slang, Pirate Speak, and more.

Try the Translator

Share This Term

Post on XShare on FacebookShare on LinkedIn

Discover a Term

Intermediate

jalopy

A car so old, unreliable, and aesthetically challenged that it's a miracle it passes inspection—or more likely, doesn'...