A landing page is a page built to receive traffic from a specific source and drive one specific action, measured by its conversion rate.
The name comes from the visitor's side: it is where they land. What makes it a landing page rather than just a page is that it is designed backwards from a single action — subscribe, buy, book — and everything that does not serve that action is removed.
Landing pages are usually built per source. The same offer sent to an email list and to cold ad traffic deserves two pages, because the two audiences arrive knowing different amounts. Reusing one page for both means writing for the average visitor, who does not exist.
Conversion rate is the only metric that defines success. Time on page, scroll depth and bounce rate are diagnostics that explain the conversion rate; none of them replaces it.
In practice
A course seller runs one landing page for their newsletter (short, no price, warm audience) and another for Instagram ads (long, full curriculum, testimonials, cold audience).
Common mistake
Judging a landing page by traffic. A page taking 400 visits at 9% is worth more than one taking 4,000 at 0.4%, and the second usually gets celebrated.
Read more on this
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