Warren Creative can create a landing page(s) created specifically as an extension to an online advertisement for users to click through to and get more information on the advertisement. The landing page is also used as a customised page to measure the effectiveness of an ad campaign based on a click-through rate.

There are 2 types of a landing page - Reference or Transactional.

Reference Landing Page

A reference landing page is one that presents information relevant to the visitor. The page would provide information to the user through text and images but would not have any 'transactional activity' on the page. The information provided on such a page would be to add on more to the advertisement so the user had more to read about.

A variation of the 'reference landing page' is to produce an 'AIDA Landing Page' (Awareness, Interest, Desire and Action) and is non-transactional in nature. The prime focus is on lead generation, interaction with the visitor and getting a response usually by including a 'Contact Form' or 'Reply Form'.

Transactional Landing Page

This is a web page to entice the visitor to take some action (ie. to fill out a form or to buy a product). A visitor taking such action on the site is called a conversion. You can monitor the conversion rate (via your web stats) of the landing page, and in turn to continuously keep looking for ways on improving the conversion rate by changing the look of the page, the display of information, the information fields captured through the form, and so on.

A landing page is essential in monitoring the effectiveness of email advertising. Most of the time, we think that while advertising, bringing the user to the homepage of the website would suffice. This is not true. When enticed by an advertisement, the user wants to read about more details of the ad, or read more about the promotion, event, etc. Hence bringing the user to the landing page is the ideal thing to do.