Landing Pages are called lead generator or revenue maker in online marketing. On a landing page a visitor clicks on an advertisement or search engine result becomes a buyer of a commodity or service. A landing page takes a prospective customer closer to an online purchase or gets a lead to convert it into a deal.

A landing page is an advertisement or link, and that is optimized to feature specific keywords or phrases for indexing by search engines. In pay per click (PPC) campaigns a landing page is modified in such manner that it finally helps an advertiser to generate business. On top of content and lead generation, proliferation of landing pages is of two types: orientation and transactional. Orientation landing page shows important information of 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 is formed.

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