From a marketing point of view, landing pages encompass the idea of creating a page that turns the conversion rates up to 11 and really laser-focuses the content to maximise the number of visitors who want to – virtually – raise their hands and say, ‘yes, please tell me more’.
When it comes to conversion rate optimisation, looking for holes in your conversion paths and exploring opportunities to convert more visitors/leads, your landing page are a natural starting place. After all, they are where most conversions (away from ecommerce) are likely to occur.