What is a landing page used for in a marketing campaign?

A landing page in a marketing campaign is primarily designed to capture leads and facilitate conversions. This is achieved by directing visitors to a specific page that is focused on one particular campaign or offer. The intent is to create a seamless experience that encourages the visitor to take a desired action, such as signing up for a newsletter, downloading a resource, or making a purchase.

Landing pages typically include compelling copy, images, and a clear call-to-action (CTA) that guides the user toward the conversion goal. The simplicity and focus on a singular offer help to reduce distractions and increase the chances of conversion compared to other pages on a website that may contain multiple offers or links.

While product pricing may be relevant information, it is not the primary purpose of a landing page. Customer service chats are generally managed on different platforms or pages designed for support, and tracking website traffic is done through analytics tools rather than being an inherent function of a landing page itself. Thus, the true utility of a landing page lies in its ability to effectively capture leads and make conversions happen, which aligns perfectly with the correct answer.