A landing page is an opportunity to seal a deal. For this reason, creating the right one is crucial to any campaign. The effectiveness of a landing page is measured by its conversion rate, meaning how often people who visit the page do whatever it is you want them to do. You may want them to order a product, sign up for your services, register for a newsletter, or just fill out a form. The goal is to get the highest percentage of your visitors to take the desired action.

Typical conversion rates for landing pages vary depending on a number of factors, including the product, the audience and the goal of the page. There are situations where conversion rates in the low single digits, one or two percent, are the norm. On the other end of the scale, according to Nielsen’s Megaview Online Retail Report, the retail site with the highest conversion rate is the Lane Bryant Catalog, which gets 24.7% of visitors to convert. In any case, a dedicated landing page can help increase conversion rates.