Landing page
DefinitionGrowth
Landing page
A page built for one campaign and one action, stripped of the site's usual navigation and choices. The principle is message match: the page continues the ad's promise, and every element either moves the visitor toward the single conversion or is removed.
Evidence from the library
Performance advertising mostly directs people to brands they have already chosenPrincipleOne CEP per execution, many CEPs across the campaign portfolioPrincipleA YouTube ad click pauses the video, so its conversions surface later as brand search and direct traffic - without a lift study the ad looks like it failed.PrincipleCategory entry points are what replaces the message on a creative briefPrincipleCramming brand-building and sales activation into one execution produces weak work - split them into two separate executions instead.Warning
Source
Marketing Definitions
standard CRO practice
More from this source
DefinitionCustomer acquisition cost (CAC)DefinitionCustomer lifetime value (LTV)DefinitionLTV:CAC ratioDefinitionROASDefinitionMER (marketing efficiency ratio)DefinitionConversion rateDefinitionClick-through rate (CTR)DefinitionCPMDefinitionHook rateDefinitionHold rateDefinitionChurn rateDefinitionCreative fatigue