What it is: a web page that your visitor lands on after clicking your link, ad, or keyword.

What it’s not: a page that’s a regular part of your site that you just decided to send people to from your ad.

Why we care: The object of the landing page is to push your visitors to your conversion goal. Landing pages can be a specific as you need them to be to relate back to the ad or link where your visitor came from.

This post is part of an ongoing Clickipedia series, defining all the terms you need to know for conversion rate optimization. Keep checking back each week to learn more, and don’t forget to check out the whole series.