landing page

What is a landing page?

A landing page is the page a visitor “lands” on when they click a link from an external source. In a marketing context, it typically refers to a specially designed page with one clear purpose: to get the visitor to take a specific action—buy a product, sign up for a newsletter, or fill out a form.

Unlike a regular product page or homepage, which has many links and options, a good landing page is focused and free of distractions.

Types of Landing Pages

Product landing pages

A page that highlights a specific product or product category. Typically used for Google Shopping, Google Ads, and social media campaigns.

Campaign pages

Time-limited pages for sales, Black Friday, seasonal offers, or product launches. Often feature countdown timers and elements that create a sense of urgency.

Lead capture pages

Pages designed to collect contact information (email, phone) in exchange for something of value—such as a discount code, a guide, or access to exclusive content.

SEO landing pages

Pages optimized to rank for specific search terms. They combine unique content with product displays to capture organic traffic.

Landing Pages in Shoporama

Shoporama has a dedicated landing page system with advanced features:

• Dynamic product display: Define rules for which products are displayed—based on categories, labels, prices, and more.
• SEO optimization: Individual meta title, meta description, and canonical URL for each landing page.
• Open Graph: Custom OG tags for social sharing.
• Noindex control: Choose whether the landing page should be indexed by Google or kept hidden.
• Flexible content: Both a short introductory text and a detailed description with HTML formatting.
• RSS feed: Landing pages can generate RSS feeds for distribution.
• Product feeds: Products from landing pages can be included in Google Shopping and other feeds.

Elements of a Good Landing Page

• Clear headline: The headline should match the promise that brought the visitor here (the ad message, email subject line, etc.).
• Strong visual element: A product image, video, or hero image that grabs the visitor’s attention.
• Compelling text: Focus on benefits (what the customer gets) rather than features (what the product can do).
• Social proof: Reviews, testimonials, number of units sold, or trust badges.
• Clear CTA: One primary call-to-action that stands out visually and is hard to miss.
• Minimal Distraction: Remove or minimize navigation, sidebars, and other elements that might distract the visitor.

Landing Page Optimization

• Message match: Ensure that the landing page’s headline and message match the ad or source. If the ad promises “50% off running shoes,” the landing page must be about exactly that.
• Speed: Landing pages must load quickly. Every second of delay reduces conversions.
• Mobile Optimization: Over half of ad traffic comes from mobile devices. Always test the mobile version thoroughly.
• A/B testing: Test headlines, CTA text, images, and layout to find the combination that converts best.