A landing page refers to the page a user lands on after clicking on a link in an email, ad, etc. For instance, if you are reeling in users with an ad or a special campaign, the webpage must also be up to scratch, containing relevant content that the viewer can relate to the campaign. Visitors directed to the main page or another page unrelated to the campaign may leave the website because they cannot see the content they wish to see. For this reason, so-called landing pages should be tailored to user expectations and offer them a good experience.

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