What is a Landing Page?
A landing page is the destination web page users reach after clicking an ad, where they complete the key action: purchase, lead form, registration, or app install. In arbitrage, the landing is often the last or penultimate step before the advertiser offer; its structure and load speed directly affect CR and cost per lead.
The term comes from web analytics: the “landing” point after an ad click. Unlike a site homepage, a landing page focuses on one goal and one offer, with minimal navigation.
Types of landing pages
- Lead form — collects contacts (name, phone, email) for CRM or call center.
- Single-step sale — checkout or payment form on the same page (common in nutra, e-commerce).
- Redirect to offer — short page with a button to the advertiser URL and appended click id.
- App install — routes to App Store / Google Play or a deep link.
In performance funnels, the landing often follows a pre-landing page or advertorial: warm-up first, then conversion. Direct linking skips a custom landing and sends clicks straight to the advertiser page.
Hosting and tracking
Landings may be owned by the media buyer (Tilda, WordPress, static HTML) or supplied by the affiliate network. In a tracker, the landing is a flow step: campaign URL → (optional pre-lander) → landing → offer.
External landings use JS Tracking: the tracker script records the click and passes subid into the form or thank-you page. Without a valid click id, the network postback cannot attribute revenue to the traffic source.
Optimization
Buyers test headlines, offer blocks, social proof, form length, and CTA design. Split testing (A/B) compares variants by CR and EPC. Load speed (Core Web Vitals), mobile layout, and message match with the ad matter — mismatches hurt traffic quality and raise account ban risk.