Pages and conversion
What is a landing page?
A landing page is a page built for one campaign or audience, with one goal, usually where ad or email traffic lands.
A real store example
Jeni's "This Ice Cream Isn't Good" page: over 700 Meta ads linked here.
Jeni's built a page around one joke: its ice cream is "excessively, obsessively, irrationally, award-winningly not good." A page made for one campaign can carry the ad's exact tone, which a homepage can't.
Put landing page to work
Ask Replo: "build a page for my best-performing Meta ad".
Go deeper
The anatomy of a landing pageLanding page questions
- What's the difference between a landing page and a homepage?
- A homepage serves everyone, with links to every part of the store. A landing page serves one audience and one offer, with one action. That focus is why paid traffic usually converts better on it.
- Can a product page be a landing page?
- Yes. Any page an ad sends traffic to is a landing page. A dedicated one adds what a product page usually lacks: the ad's headline, the offer and answers to that audience's objections.
Related terms
Browse the glossaryPDP
A PDP (product detail page) is the page for one product, with its photos, price, variants, details and add-to-cart button.
Hero section
The hero section is the first full-width block a visitor sees on a page, usually a headline, an image and the main call to action.
CTA
A CTA (call to action) is the button or line that tells a visitor the next step to take, such as "Shop now" or "Build your pillow".
Advertorial
An advertorial is an ad written to read like an editorial article, used to warm up cold traffic before it reaches a product page.
Listicle
A listicle is an article built as a numbered list, such as "5 reasons to switch", which DTC brands use as a pre-sell page between an ad and the product.