A landing page in digital marketing is a standalone web page, explicitly designed for a marketing or advertisement campaign. After they click on a link in an email, or advertisements from websites like Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the internet, a visitor "lands". Landing pages are built with a single focus or purpose, known as a call to action (or CTA, for short), unlike web pages which usually have multiple objectives and promote exploration. It's this emphasis that makes landing pages the best choice to increase the marketing campaign conversion rates.

The landing page for a mobile app is explicitly made for the promotion of a mobile app. The functionality and value proposition of the app should be explained so that visitors are tempted to click through, download, and install. The landing page of the app is a point of entry and begins the user's journey. A landing page is significantly different from a homepage. Although the homepage has hundreds of possible distractions in the form of links, the landing page is super focused. Conversions are improved by getting fewer links on the landing page since there are fewer tantalizing clicks that will take visitors away from the call to action. That's why a dedicated landing page is still used by expert marketers as the destination of their traffic.

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