As the name would suggest, a landing page is where leads “land” after they click an online ad. It expands on the information provided by the ad while persuading the user to respond to your call to action, be it to subscribe to a newsletter, ask for more information, buy a product, or something else altogether.

Landing pages are also ideal for split testing your campaigns to determine which one works best. After the test, you’ll be able to focus on the best-performing page and you’ll have confidence in knowing that it will deliver the results that you want.

Design is also critical to landing pages. You want one that’s clean and clear so you can persuade readers more effectively into taking action.

Then there’s tracking your campaign’s performance, which is necessary to determine not only which pages perform well, but also how you can tweak them to perform even better.