A landing page is not a product page. On a landing page, the visitor doesn't select the color of a product, leave a rating, or add something to the shopping cart. Instead, the landing page delivers a message or encourages the visitor to take some action.
A landing page is often matched to a specific advertisement. For example, suppose we place an ad for our coffee store on a coffee lover's site. In the following screenshot, notice the ad in the lower-right corner:
Clicking that ad takes the visitor to a landing page in our store:
Notice that the graphic and text on this landing page complement the graphic and text in the ad. There is an art and science to creating online ads and their landing pages. You can find many books and online resources for this. For example, searching for "landing page optimization" and "creating landing pages" will produce many results.
A complete discussion of landing page optimization is far beyond the scope of this book. Instead, we will focus on the...