In online marketing, we direct users to content that we assume will capture their interest, such as ads running through platforms and networks like Google Ads and Facebook, social media shares, email campaigns, and QR codes targeting a specific audience.
Our goal is to convert potential customers into actual customers by driving sales. While the overall strategy may vary (resulting in different page variations depending on the context), the aim is always to deliver concise, clear, and direct information. In such processes, the pages that users land on after encountering an ad or redirect message—referred to as the landing page, target page, arrival page, or entry page—are commonly used. In this article, I will use the term Arrival Page as a synonym for Landing Page.
Arrival Page (Landing Page)
As I mentioned in the opening paragraph, when a user clicks on a link—whether it’s from a marketing email, an ad, or even a QR code—they are directed to a page specifically designed to achieve a clear objective, directly and efficiently. This page is concise and contains direct, brief information, ideally structured as a single page (single-page), with a focus on a single action (such as a form, phone click, file download, chat, etc.).
Direct access to landing pages may not always be possible. They can be disabled from being indexed by search engines and/or be tied to specific URL parameters or time-based triggers. The fundamental characteristic of landing pages is that they contain a call-to-action. This enables businesses to acquire new customers or re-engage existing ones. “Sales” is merely an example here; the actual intent is to drive conversions. To achieve this, a landing page may include a request form, sales form, phone, Skype, or WhatsApp call, live chat, video viewing, file (e-book, etc.) download, or application (smart device app) download. Most of these actions (macro and micro conversions) are tracked within a campaign framework tracked.
Landing Pages
Content management systems (CMS) such as WordPress, Grav, Craft, and Ghost allow for the creation of custom page templates (customized page templates). However, services offering pre-built templates and additional features, such as GetResponse1, Unbounce2, Landingfolio3, and Instapage4, or CRM tools with landing page functionality such as HubSpot or alternative solutions like Paperform can also be used.
The design of a landing page can be evaluated based on specific needs. Additionally, in addition to forms and payment processing, visible fields such as phone numbers, email addresses, and similar contact details can be presented as alternative communication channels. In such cases, it is essential to include the analysis of any additional communication methods added for proper evaluation.
A landing page can be evaluated in two primary structures based on the intended objective:
- Lead Generation Landing Pages
- Click-Through Landing Pages
Lead Generation Landing Pages
These are form-based pages featuring compelling calls-to-action (e.g., “Apply now,” “Submit immediately,” “Sign up now”) designed to capture as much accurate visitor information (name, email, phone number) as possible. Forms are used to achieve this objective. These types of pages are typically used as primary pages in B2B marketing campaigns.
Click-Through Landing Pages
These are preferred pages used by e-commerce websites and are structured with a sales-oriented purpose. They typically include compelling calls-to-action such as “Buy now,” “Pay upfront,” “Download,” “Join an event,” “Webinar registration,” “Reservation,” or “Rent now” (e.g., “Buy now,” “Download now,” “Book now”). Additionally, product brand detail pages and thematic pages on e-commerce marketplaces (e.g., Hepsiburada, Amazon) also serve as examples of this structure.
Landing Page Requirements
A landing page may possess specific features depending on the targeted strategy. We will discuss this topic in more detail in the next section. However, regardless of strategic differences, certain core and fundamental elements remain consistent. Let’s examine these aspects section by section.
Functionality and Conversion-Focused Design (Conversion-Centered Design)
ADVERTISING, EMAIL SIGN-UP LINK, QR CODE… Regardless of source or tool, the design must have a direct relationship with the specific campaign and brand in terms of returning investment (effort, time, money), deliver the message as simply as possible, and prioritize the conversion action. The user, visitor, customer, or potential customer must reach their promised goal as quickly, simply, and with minimal effort as possible on the page they are directed to. Color choices should be aligned with the brand, and the layout should guide the visitor toward the conversion action. Structurally, the page may differ from the brand’s official website and may be published under a different domain name, with the product, service, or offering taking center stage instead of the brand itself. For example, separate landing pages can be created for each mobile app within the company, independent of (or partially linked to) the company.
Conversion actions (call-to-action / CTA) must support the conversion event. Otherwise, the message will fail to reach the visitor, and the visitor will not complete the conversion. This design philosophy is known as conversion-centered design. Additionally, A/B/n testing and personalization (customization) can be implemented during the design process.
User feedback, press releases, reports, and certificates are also key elements in the design solution, as they build trust with visitors. Let’s list these elements in bullet points.
Text Descriptions and Images
IMPORTANT RULES:
- Maintain the original formatting (markdown, HTML tags, links, etc.)
- Keep technical terms and proper nouns as appropriate
- Preserve code blocks and technical syntax exactly
- Maintain the same tone and style
- Only output the translated text, no explanations or comments
Landing Page Elements
On a landing page, the main headline should be related to the advertisement, with subheadings explaining the product/service or feature, along with lists and images. Images are often displayed in gallery and/or carousel formats to avoid taking up too much space on the page. Icon usage is recommended for list elements. Technical details, specifications, and variations can also be presented using tabs and/or accordion components.
Forms and Form Controls
Forms should contain as few input fields as possible. During the customer acquisition process, basic information such as name, email address, and phone number may be prioritized for targeted ads and searches. Location selection can be managed in the background. Form element controls should be implemented directly on the page. After form submission, any post-submission validation should be avoided, as it may lead to delays or misjudgments about whether the process has completed successfully. If a visitor abandons the form due to connection issues, page errors, or similar problems, the form should allow the user to resume from where they left off in the next session. Form interactions should be tracked using tools such as Hotjar and similar solutions. After form submission, a thank-you message can be displayed and/or a redirect can be implemented. In either case, the conversion tracking code for the success state (pageview, virtual page view) must be triggered. A click count may potentially fail to capture a conversion if it is re-triggered.
Forms, notifications, approval messages, and pop-ups can be preferred. However, pop-ups and notifications may not function properly in mobile usage or in cases of JavaScript errors. Instead, time- and action-based usage should be preferred, notification and/or pop-up display frequency should be adjusted via cookies, and alternatively, the form can be re-presented in a footer or similar area, or notifications can be repeated within the page itself.
Additionally, counters, product stock levels, and similar alerts will support users in taking action. I would like to emphasize again the importance of providing accurate information in such additions. Different product pricing, extended promotional periods beyond the specified date, and different stock alerts may lead to customer trust issues.
Customer / Client Feedback
Customer reviews regarding your products, services, or offerings—just as much as those of your new customers—can create a sense of trust for potential customers. Therefore, it is essential to keep customer and client feedback up to date and to share it objectively when possible. You should not forget that potential customers can access a great deal of information about your brand and products through social media, forums, and personal blogs. Sharing inaccurate notifications may also create trust issues for your brand.
Comparisons / Product Features / Use Cases
Depending on the advertising and/or messaging in the link, sharing technical features, use cases, and differences and similarities with other products, services, or offerings in the competitive landscape within the page will remind potential customers of the reasons they should choose you.
Press Releases
Brand collaborations, investment news, social responsibility initiatives, innovative approaches introduced by the brand, and employee satisfaction are factors that can contribute to potential customers’ or customers’ long-term engagement with your brand. Similarly, as with user/customer feedback, objectively presented press content will positively contribute to the achievement of your targeted actions (such as clicks or form submissions).
Security Certificates
A significant portion of potential customers will adopt a cautious approach during their first payment transaction. Especially on click-through landing pages, it may be necessary to explicitly state that shopping transactions are securely processed by providing additional information regarding SSL connections, security certificates, and the payment infrastructure. Moreover, post-payment notifications will also support and enhance this process.
Legal Notices / Help and Support Pages
While lead generation and/or the presence of a click-through landing page are essential for a successful design solution, legal notices, privacy policy, personal data protection, support, and similar pages should be readily available if needed. Potential customers who have made a decision to purchase your product or service may contact your support page in the event of any technical difficulties.
Target visitors will encounter a messaging aligned with the campaign strategy. The campaign’s message should be delivered to visitors promptly, and they should be directed toward the intended action, which is defined as conversion. This process should be supported by content elements including headline, visual, subheadline, and descriptions. The messaging should consist of the simplest possible language, and if feasible, content should be personalized for visitors (using information such as name and similar details).
Speed and Performance
After the relevant link is clicked, the landing page should load quickly and be tailored to the device, following responsive design principles (responsive), without any errors. If possible, user-related information should be pre-filled within the form (or in the cart). Landing pages designed simply often consist of a single page and therefore contain minimal links, media, CSS, and JavaScript files. However, if you’re using a content management system (CMS) such as WordPress (page template structure can be evaluated), you should be aware that plugins and theme files may also be included on the landing page.
Conversion Tracking and Analysis
Form submission, link clicking, scroll depth, heatmap analysis, Google Ads and Facebook Pixel such conversion tracking code implementations are essential components of a landing page. Additionally, the user’s time spent on the page (session duration), number of returning sessions, source / medium, and campaign details are also key considerations during the evaluation process. Optimizations should be made for these metrics throughout the campaign period. Tools such as Hotjar, Google Optimize, Google Analytics, and Facebook Analytics play vital roles in this process.
In Conclusion
Instead of relying on a single landing page, pages tailored specifically to the target audience should be preferred during the process of targeting potential customers or re-targeting existing customers. Different target audiences may exhibit different levels of sensitivity. Within a marketing strategy, planning the page structure and testing the page throughout the campaign period, while collecting notes, will directly impact both the performance of active campaigns and future campaigns to be optimized.