Online Advertising: Landing Page

Posted by Bart on June 12, 2011

In Online Advertising, a Landing Page is a single page that appears in response to clicking on an advertisement. It is usually a specific page designed to respond to the advertising message the Internet user just clicked on, in order to develop this message and to encourage the visitor to take an action: Register to a Service, Request for a Brochure, Purchase something, etc.

Measuring a campaign performance is not just about the click thru rate of a banner or an email, but goes beyond that. What happens next? Does the Internet user actually land on the landing page? Does he stay on this page? Does he go further? Etc. It is important to know the Internet user’s behavior on a landing page and to  modify this page if needed.

The landing page is a key part of the Advertising process.

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