“Landing page of an online advertising campaign, that is, the page where the user arrives after clicking on a link inserted in a search result or in an online advertisement” or “in web marketing, is a specific web page structured for the visitor to reach after clicking a link or an advertisement”. These are just a couple of the many definitions of the Landing page.

They are certainly correct definitions: this is the page where the user lands, intrigued by a previous interaction, the one responsible for convincing him to click on your call-to-action or to leave you his contact information. Where people make a decision; and this decision will determine whether the business goals that gave rise to the campaign are met or not.

From a technical point of view, the landing is a page positioned at the end of a series of clicks; from the user experience point of view, it represents the moment in which a user will have to make a decision: an event

• inserted within a broader flow of interactions, which conditions it in various ways;
• which produces measurable results, with useful data to guide continuous improvement;
• that must be prepared by taking into account the specific users and objectives, the context, the type of decision that you want to support: only in this way, the design will be effective.

In this view, the landing page corresponds to the Behavior Model suggested by BJ Fogg. If it is proposed in a condition in which the user is sufficiently motivated and the requested action is easy enough, it will probably be able to trigger a behavior, otherwise, it will fail.
The same landing page, therefore, presented in different situations, may lead to opposite results.

The landing page as a tool: a set of ready-made components

It is enough to do a short online search to find numerous articles that aim to explain how to build a landing page correctly: even long and detailed documents such as those found on the business blogs of Unbounce, Hubspot and Instapage or focused on the most distinctly graphic aspects such as those published from Invision.

These articles share the same approach, trying to answer the question “How can I increase the conversion rate of my landing page?”
The answer is to use one of the many tools available online: there is something for everyone, they offer solutions that are very different in terms of costs and features, but they all conceive the Landing page as a set of modules to assemble and disassemble, like Lego bricks.

In this model, the design of the landing page is a slalom between errors to be avoided, following simple, standardized instructions. Without stimulating design solutions capable of taking real steps forward.