What is a landing page:
a landing page is a standalone web page, created specifically for marketing or advertising campaigns. It’s where a visitor “lands” after they click on a link in an email, or from an ad from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web
Unlike web pages, which typically have many goals and encourage you to explore, landing pages are designed with a single focus or goal, known as a call to action or CTA
Who would use a landing page:
Landing pages are ideal for most inbound digital advertising campaigns.
Segmented Promotional Offers
Not all promos are for all people. If you need to communicate to various types of customers, then the simplest way is with separate landing pages. For example, you might create pages for people who’ve signed up for your free trial versus those on your top tier plan. You’ll adjust copy, design, and the offer itself to match.
Landing pages are ideal for merchants and e-Commerce marketers who have one or more than one SKU (product) on the go.
Multiple Traffic Sources
If you run a campaign across different channels, creating landing pages with messaging that matches that source is a must. The visuals you run on Instagram, for instance, may benefit from a different headline, or call to action than text-based search ads.