Landing pages are the key pages of a website where visitors will enter, usually for the first time. This page will therefore provide the visitor with an immediate first impression and then, hopefully, guide them through the site to achieve the desired action, or conversion. A landing page may be the Home Page of the site, but it could just as easily be a page within the site that is linked from an email or advert, or one that ranks well in the search results for the particular search query.
Within your website analytics data, information on the entrance pages being used, or the bounce rates being recorded, will provide a valuable insight into how visitors first interact with your website. It should also be the starting point to identify potential areas for improvement and to plan and implement a test programme to optimise the eventual conversion rate on the website.
