Landing pages are always worth a review because their use is often misunderstood. A landing page is any web page to which users are sent for a particular presentation, result, and/or measurement. Landing pages, in short, have uses beyond simply presenting information.
People sometimes talk about landing pages in one capacity only, paid search advertising. Certainly, landing pages are extremely important with regard to pay-per-click advertising because the search engines include the quality of the pages to which paid search ads point in their overall evaluation of when and where ads are displayed. In theory, the better a landing pages is with regard to focus and keywords, the better the placement of an ad will be.
But landing pages can be used for much more. Not only can they affect conversion, they also allow for traffic measurement via website analytics.
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