Landing page
Aussi : LP, lander, campaign page, conversion page, page d'atterrissage, page de destination
A standalone web page built for a single campaign goal, designed to maximise conversions by removing distractions and focusing visitors on one action.
What it is
A landing page is a standalone web page created for a specific campaign or audience, with a single conversion goal. Unlike a homepage, which serves many purposes and audiences, a landing page removes navigation and competing links so the visitor faces one clear choice: complete the intended action.
The action is called the conversion. It might be filling a form, booking a demo, downloading a report, or making a purchase. Traffic usually arrives from a paid ad, an email, a social post, or a QR code, and the landing page continues the exact promise made in that source.
Why it matters
- Focus drives results: fewer choices mean higher conversion rates.
- Message match: the page mirrors the ad or email that sent the visitor, which builds trust and reduces bounce.
- Measurable: because each page targets one goal, you can attribute spend to outcomes cleanly.
- Testable: variants can be compared through A/B testing to improve performance over time.
How it is used in practice
A typical landing page contains a small, deliberate set of elements:
- A headline that restates the offer.
- A short block of supporting copy and proof (testimonials, logos, metrics).
- A single call to action (CTA), often repeated.
- A form or button, kept as short as the goal allows.
- Minimal or no site navigation.
Teams launch several versions to different segments, measure the conversion rate (conversions divided by visitors), and iterate. Key inputs include traffic source quality, page load speed, mobile layout, and form friction.
Concrete worked example
A training provider runs a paid search ad: "Executive AI Strategy, 2 day program." Clicking it opens a landing page whose headline repeats "Executive AI Strategy, 2 day program," lists three outcomes, shows two alumni quotes, and offers one CTA: "Request the syllabus."
Suppose:
- 4,000 visitors arrive.
- 320 submit the form.
- Conversion rate = 320 / 4,000 = 8%.
- Ad spend is 8,000, so cost per lead = 8,000 / 320 = 25.
A second variant shortens the form from six fields to three. It converts at 11%, lowering cost per lead to about 18. The team keeps the winning variant and reallocates budget, showing how small page changes translate directly into pipeline and cost efficiency.