A landing page is a standalone webpage designed to encourage visitors to take a specific action after clicking an advertisement, email link, social media post, or other marketing link. This action might be purchasing a product, submitting a form, signing up for a newsletter, downloading a resource, or booking a consultation.

Landing pages are widely used in digital marketing, paid advertising, lead generation, and eCommerce to turn visitors into customers or potential customers.

Key features of a landing page

• Clear objective: Focuses on one primary goal, such as generating leads or selling a product.

• Compelling headline: Explains the main benefit or offer to visitors.

• Relevant content: Provides information that matches the advertisement or link that brought visitors to the page.

• Call to Action (CTA): Includes buttons such as Shop Now, Get a Quote, or Sign Up.

• Focused design: Minimizes unnecessary distractions and guides visitors toward the desired action.

• Trust elements: May include customer reviews, testimonials, guarantees, or secure payment information.

• Performance tracking: Measures actions such as purchases, form submissions, and sign-ups.

Example of a landing page

A Shopify jewellery store launches an Instagram ad promoting its lab-grown diamond rings. When someone clicks the ad, they arrive at a dedicated page featuring ring designs, product benefits, prices, customer reviews, and a Shop Rings button.

The page focuses on helping visitors explore and purchase the promoted collection rather than navigating through the entire website.

Common types of landing pages

Landing page vs. homepage

A homepage introduces the business and provides navigation to different sections of a website. A landing page focuses on a specific campaign, offer, product, or conversion goal.

In short: A landing page is a focused webpage that guides visitors toward a specific action, helping businesses generate leads, increase sales, and measure marketing performance.

A/B testing is a method of comparing two versions of an advertisement, webpage, email, or other marketing element to determine which version performs better against a specific goal. It is also known as split testing.

In advertising, marketers typically compare Version A (the control) with Version B (the variation) to identify which generates better results, such as more clicks, leads, purchases, or a higher return on ad spend (ROAS).

How does A/B testing work?

1. Define the objective: Decide what you want to improve, such as click-through rate, conversions, or sales.

2. Create two versions: Prepare Version A and Version B, changing one key element when possible.

3. Split the audience: Show the versions to comparable audience groups under similar conditions.

4. Run the test: Collect enough data over an appropriate period.

5. Compare results: Analyze the chosen metrics and assess whether the difference is meaningful.

6. Implement the winner: Use the better-performing version and continue testing other improvements.

Example of A/B testing in advertising

A Shopify jewellery store wants to increase purchases through Instagram ads.

Version A — Product image

Headline: “Discover Your Perfect Ring”

CTR: 1.8%

Version B — Lifestyle image

Headline: “Find a Ring for Your Forever”

CTR: 2.5%

In this hypothetical example, Version B has a higher CTR. However, the store should also compare purchases, CPA, and ROAS before deciding that it is the better sales ad.

What can be tested?

• Ad images and videos

• Headlines and ad copy

• Calls to Action (CTAs)

• Audience segments

• Landing page layouts

• Offers and discounts

• Email subject lines

• Product page designs

A/B testing vs. multivariate testing

In short: A/B testing helps marketers make data-driven decisions by comparing two versions of a marketing element and identifying which performs better against a defined goal.

CTA stands for Call to Action. It is a word, phrase, button, or clickable link that encourages a user to take a specific action. CTAs are commonly used in digital marketing, advertising, websites, emails, landing pages, and eCommerce stores to guide users toward the next step in their customer journey.

The main purpose of a CTA is to turn audience interest into a measurable action, such as a purchase, sign-up, website visit, or inquiry.

Common examples of CTAs

• Shop Now: Encourages customers to browse or purchase products.

• Learn More: Directs users to additional information.

• Buy Now: Encourages an immediate purchase.

• Sign Up: Invites users to register or create an account.

• Get a Quote: Encourages potential customers to request pricing.

• Book a Consultation: Helps service businesses generate leads.

• Download Now: Encourages users to download a resource.

• Subscribe Now: Invites users to subscribe to a newsletter or service.

Example of a CTA in eCommerce

A Shopify jewellery store runs an Instagram advertisement promoting diamond engagement rings.

• Ad headline: Discover Your Perfect Engagement Ring

• Description: Explore elegant designs for every occasion.

• CTA button: Shop Now

When users click Shop Now, they are directed to the store’s product collection, where they can explore rings and make a purchase.

Why is a CTA important?

• Guides users: Clearly communicates what to do next.

• Improves conversions: Encourages users to complete desired actions.

• Supports campaign objectives: Helps generate sales, leads, sign-ups, or traffic.

• Reduces confusion: Makes the next step clear and straightforward.

• Enables measurement: Allows marketers to track clicks and subsequent actions.

What makes an effective CTA?

An effective CTA is clear, concise, action-oriented, relevant to the audience, and aligned with the campaign’s goal. Its wording should accurately represent what happens after the user clicks.

In short: A CTA is a Call to Action that guides users toward a desired next step, helping businesses turn interest into engagement, leads, or sales.