In regards to website marketing, a landing page,which is also known as a lead capture page, is the page that appears when a potential customer clicks on an advertisement, email campaign or link that directs them to a specific page. The page will contain content that is specific to the advertisement presented.

Landing pages are often linked to from website advertisements, social media, email campaigns or pay per click (PPC) campaigns. By studying the statistics resulting from the click through rates and conversion rates a website marketer can determine the effectivenes of the advertisement.

There are two types of landing pages, transactional landing pages and reference landing pages.

A reference landing page presents information that is relevant to the visitor. These can display text, images, dynamic compilations of relevant links, or other elements. Reference landing pages are effective if they meet the objectives of their publishers, which may be associations, organizations or public service entities. For many reference landing pages, effectiveness can be measured by the revenue value of the advertising that is displayed on them.

A transactional landing page seeks to persuade a visitor to complete a transaction such as filling out a form or interacting with advertisements or other objects on the landing page, with the goal being the immediate or eventual sale of a product or service. If information is to be captured, the page will usually withhold information until some minimal amount of visitor information is provided, typically an email address and perhaps a name and telephone number as well – enough to "capture the lead" and add the prospect to a mailing list.

A visitor taking the desired action on a transactional landing page is referred to as a conversion. The efficiency or quality of the landing page can be measured by its conversion rate, the percentage of visitors who complete the desired action. Since the economics of many online marketing programs are determined by the conversion rate, marketers constantly test alternatives and improvements to their landing pages. Some of the testing methods used are A/B testing and multivariate testing.