landing page

Definition

A standalone web page created specifically for a marketing campaign, stripped of all navigation to trap visitors into a single call-to-action like mice in a very polite maze. It's where conversion optimization goes to either triumph or die trying.

Example Usage

We A/B tested 47 variations of our landing page and discovered that changing the button from blue to green increased conversions by 0.03%.

Origin

Early internet marketing term from the late 1990s, formalized in the 2000s with conversion optimization practices

Fun Fact

The average landing page conversion rate is just 2.35%, meaning 97.65% of your traffic building efforts result in absolutely nothing.

Source: Digital marketing and conversion optimization

Related Terms

Beginner

marketing persona

A semi-fictional representation of your ideal customer based on research and data, complete with demographics, behaviors, and a name like 'Marketing Mary' or 'Developer Dan.' It's an imaginary friend who justifies your marketing decisions.

📣 Marketing / Advertising

Beginner

search engine marketing

Paid advertising on search engines, primarily Google, where you bid on keywords to appear when people search for things. It's the practice of paying to skip the line in search results, assuming you can outbid your competitors.

📣 Marketing / Advertising

Intermediate

contextual targeting

Placing ads based on the content of the page rather than the user's browsing history, making a surprising comeback now that cookies are endangered. It's targeting ads like it's 1999, except now algorithms read the pages instead of humans.

📣 Marketing / Advertising

Advanced

virulence

In medical terms, how aggressively a disease can mess you up. In marketing, how quickly and devastatingly a campaign can spread (for better or worse). The measure of potency, whether it's a virus destroying cells or a brand message destroying your competitor's market share.

📣 Marketing / Advertising

Beginner

funnel

The marketing visualization showing how thousands of potential customers magically transform into a handful of actual buyers, shaped like an inverted cone of broken dreams. Each stage represents another opportunity for prospects to ghost your business entirely. Sales teams love drawing these; conversion rates love destroying the optimism they represent.

📣 Marketing / Advertising

Intermediate

micro-moment

Intent-rich moments when consumers turn to a device to act on a need—to know, go, do, or buy. Google's term for those brief seconds when people might actually pay attention to your ad before scrolling away.

📣 Marketing / Advertising

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See “landing page” in Corporate Speak, Gen-Z Slang, Pirate Speak, and more.

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