A Landing Page, better known as a Micro Site, is a page created essentially for a Pay Per Click campaign. It is this page that a web page visitor reaches on clicking a PPC or a CPC advertisement listed on web search results. A Landing Page is specifically designed for marketing a particular product or service. Alternatively a SEO expert uses a landing page for the purpose of evaluating an advertisement’s effectiveness as also the efficiency of the keywords and keyword phrases incorporated in the search results. A Landing Page is often further categorised into a “reference landing page” and a “transactional landing page”. A reference landing page exhibits all information relevant to a web page visitor in the form of text, images and other web resources. A Landing page’s effectiveness is judged by the revenue value earned by the advertisement. Meanwhile a Transactional landing page is designed with the aim of immediate sale of product and services. A web page visitor performing a desired action is termed as “conversion”. A Landing page’s effectiveness and quality is thus measured in terms of its conversion rate.

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