In online marketing, a landing page, sometimes known as a “lead capture page” or a “lander”, or a “destination page”, is a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement.The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link. Landing pages are used for lead generation. The actions that a visitor takes on a landing page is what determines an advertiser’s conversion rate. Landing pages are often linked to social media, e-mail campaigns or search engine marketing campaigns in order to enhance the effectiveness of the advertisements. The general goal of a landing page is to convert site visitors into sales or leads.