Once a customer has been approached with a marketing campaign, he will be transferred to a page designed for this campaign. This landing page aims to convert the user.
The conversion objective may be that the visitor downloads a free e-book, utilises a webinar or signs up for a newsletter. In return, marketing and sales receive user information and therefore leads. Of course, the conversion objective can also be the conclusion of a purchase. The quality of a landing page will determine, whether a visitor is converted or whether he leaves the page. In order to increase the conversion rate, inbound marketers create landing pages that target various target groups at different stages of the purchase journey.Glossary index