Vad är Landing page?

A landing page is a page built to receive visitors from a specific campaign or channel and move them toward one action. Unlike a homepage, which serves many audiences and destinations, a good landing page has one audience, one message, and one call to action, often with site navigation stripped away to remove exits.

The core principle is message match: the page must deliver what the ad, email, or search result promised, in the same words. An ad about "invoice software for freelancers" that lands on a generic accounting homepage bleeds visitors immediately, and the symptom is a brutal bounce rate. Landing pages are also the natural unit of A/B testing, since traffic is concentrated and success is a single measurable conversion.

The term also gets used loosely for any entry page, the first page of a session. When reading reports, check which meaning your tool intends; "top landing pages" usually means top entry pages.