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A landing page is a specific section of a site web[4], designed and optimized for marketing or publicité[1] campaigns. It’s where a visitor lands after they click on a link in an courriel[8] or ads from Google[5], Bing, YouTube[6], Facebook[2], Instagram[3], Twitter[7], or similar places on the web. There are two primary types of landing pages – reference and transactional. They have evolved significantly since their origination in 2003, with the emergence of startups like Unbounce in 2009. The structure of landing pages typically includes clear headlines, product descriptions, limited links, signup forms, and relevant visual content. Optimization, an essential part of landing pages, aims to increase the conversion rate of visitors into leads or customers. It involves various methods such as A/B testing, multivariate testing, and total-experience testing. Some additional concepts related to landing pages include Smart Links, F-like Layout, Message Matching, and Design Matching.

Définitions des termes
1. publicité. Advertising is a form of communication used to inform or persuade an audience, often with the goal of selling a product or service. Its history dates back to ancient civilizations, where Egyptians used papyrus for sales messages, and wall paintings were used in ancient Asia, Africa, and South America for promotional purposes. The medium evolved over time, from print in newspapers to audio-visual and digital mediums, with the rise of mass media and technological advancements. Advertising strategies can vary, aiming to raise awareness or drive sales, and can target different audiences on a local, national, or global scale. Various methods include print, radio, web banners, and television ads, among others. New trends have emerged in the advertising business models, like guerrilla marketing and interactive ads. The role of women in advertising has also been notable, with their insights being valued due to their purchasing power.
2. Facebook ( Facebook ) Facebook, aujourd'hui connu sous le nom de Meta Platforms, est une grande société Internet qui a débuté comme plateforme de réseau social. Fondé par Mark Zuckerberg en 2004, Facebook s'est rapidement étendu de Harvard à d'autres universités, puis au grand public, devenant ainsi un phénomène mondial. Il est connu pour son interface conviviale et ses diverses fonctionnalités telles que les groupes, la plateforme pour développeurs et Facebook Dating. Bien que critiqué pour des questions telles que les atteintes à la vie privée et la diffusion de fausses nouvelles, Facebook est resté un acteur dominant du monde en ligne. L'entreprise a fait des progrès considérables dans le domaine de la technologie, notamment en développant son système unique de stockage de données, en utilisant PHP pour sa plateforme et en lançant le langage de programmation Hack. Ces dernières années, l'entreprise s'est tournée vers le métavers, un espace de réalité virtuelle où les utilisateurs peuvent interagir avec un environnement généré par ordinateur.

Au online marketing, a landing page, sometimes known as a "lead capture page", "single property page", "static page", "squeeze page" or a "destination page", is a single page web that appears in response to clicking on a search engine optimized search result, marketing promotion, marketing email ou un 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 are what determine an advertiser's conversion rate. A landing page may be part of a microsite or a single page within an organization's main site web.

Landing pages are often linked to médias sociaux, e-mail campaigns, search engine marketing campaigns, high quality articles or "affiliate account" 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. If the goal is to obtain a lead, the landing page will include some method for the visitor to get into contact with the company, usually a phone number or an inquiry form. If a sale is required, the landing page will usually have a link for the visitor to click, which will then send them to a shopping cart or a checkout area. By analyzing activity generated by the linked URL, marketers can use click-through rates et conversion rate to determine the success of an advertisement.

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