The general content of this page happens to be logical extension of the advertisement or link, and that is optimized to feature specific keywords or phrases for indexing by search engines. In pay per click (PPC) campaigns too a landing page is customized in such a manner that it counts effectiveness of different advertisement.
On the basis of content and lead generation propagation landing pages are said to be of two types reference and transactional. Reference landing page shows important information of any use to a customer or visitor in form of display text, images, dynamic compilations of relevant links, or other elements. Effectiveness of reference landing page is measured by revenue earned by the advertisements displayed on the landing page.
Whereas transactional landing page are formed to get information from a visitor by persuading him to transaction such as filling out a form or interacting with advertisements or other objects on the landing page. By this landing page achieves its ultimate goal of direct or ultimate trade of a product or service. The efficiency of transactional landing page is measured through the conversion rate, the percentage of visitors acted on desired purpose for what a transactional landing page was formed.