A landing page is a web page created solely to support traffic that is inbound from an e-mail or online promotion.
Landing pages are optimized for the audience you anticpate sending to them, sporting tailored content that helps the prospect to take whatever your desired next action is.
They are a critical tool for online marketing.
One thing that many people forget about them is that the best landing pages have the crust cut off. Let me explain what I mean here.
My two daughters will not eat a PB&J unless the crusts are cut off the sandwich. Removing the crusts lets them focus on the yummy goodness in the middle. You should do the same with your landing pages.
Most content on your site sport a variety of navigation tools, promotions, and other links around the perimeter of the page. This gives the user lots of options for navigating to their next page. However, with a landing page, you only want the visitor to take one specific next action. Therefore, you should cut the crusts off your landing pages, removing this extraneous navigation and content from the edges of the page.
Crust-less landing pages keep the visitor focused on the specific messages you want them to read and the next step you wish them to take. Note that on Amazon.com when you enter the payment process, all of the navigation goes away. Same concept is at play here.
Cut off the crusts and watch your conversion rate improve!