If you own or plan to start an e-commerce business, understanding the concept of a landing page is crucial. A landing page is a single web page that appears in response to clicking on a search engine optimised search result or an online advertisement. Users can also find it through your homepage, social media posts or organic search results. A landing page is designed with a single focus or goal, known as a call to action (CTA).


Landing Page vs. Homepage

It’s easy to confuse landing pages with homepages, but they serve distinct purposes:

  • Objective: A landing page has a single, specific goal (e.g., getting email signups, selling a product or registering users for en event). A homepage provides a broad overview of your business and multiple navigation options.
  • Content: Landing pages feature focused, concise content aimed at driving a particular action. Homepages offer extensive information about your business, products, and services.
  • Navigation: Landing pages often have minimal navigation options to keep visitors focused on the CTA. Homepages, in contrast, have menus and links to various sections of the site.


Why are Landing Pages Important?

Landing pages play a pivotal role in online marketing and e-commerce. Here’s why:

  • Higher conversion rates: Landing pages are designed with a single objective, making it easier to convert visitors into leads or customers.
  • Targeted messaging: They provide tailored content that speaks directly to the interests of your audience, increasing engagement.
  • Data collection: By encouraging visitors to fill out forms, landing pages help collect valuable customer information.
  • SEO benefits: SEO-optimised landing pages can improve your site’s search engine rankings and visibility.



Types of Landing Pages

Understanding the different types of landing pages can help you choose the right one for your e-commerce strategy. Here are the main types:

  • Lead Generation Landing Pages: These pages are designed to collect user information, such as names and email addresses. They typically include a form and an enticing offer, like a free eBook or discount code, to encourage visitors to provide their details. Lead generation landing pages are essential for building an email list and nurturing potential customers.
  • Click-Through Landing Pages: Click-through landing pages act as a bridge between your advertisement and the final purchasing page. They provide additional information and context, before directing visitors to a checkout page or another action-oriented page. This type of landing page is particularly effective for products or services that require more explanation.
  • Squeeze Pages: Squeeze pages are a subset of lead generation pages but with a more aggressive approach. They are short, with minimal content and a strong emphasis on the CTA, which is usually to capture email addresses. The idea is to “squeeze” information out of visitors by presenting an irresistible offer in exchange for their contact details.
  • Sales Landing Pages: Sales landing pages are designed with the primary goal of converting visitors into customers. They include detailed information about a product or service, customer testimonials, benefits, and persuasive CTAs. Their objective is to address potential objections and provide all necessary details to make a purchase decision.
  • Thank You Pages: After a visitor completes an action on a landing page, they can be directed to a thank you page. This type of page acknowledges the completion of the desired action and can offer additional resources, confirm subscription details, or provide next steps. Often overlooked, thank you pages are a great opportunity to further engage with your new leads or customers.


Understanding what is a landing page and how to effectively use different types can significantly enhance your e-commerce strategy. If you’re ready to optimise your landing pages and drive conversions, let Wecommerce Digital help. Wecommerce Digital is a digital marketing agency specialising in e-commerce website development, e-commerce SEO, PPC management, and content marketing. With over 10 years of experience, we’ve built e-commerce websites and elevated digital marketing performance from zero to hero. For straightforward, honest, and measurable results, and the opportunity to learn how they were achieved, visit our website today at wecommercedigital.com.

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