Landing page
A landing page is a standalone page built around a single conversion goal — a click, a registration, an install — with no extra navigation or links pulling attention away from the main CTA. It's the page a user reaches right after clicking an ad, once the creative and targeting have already done their job, and it's where interest either holds or falls apart.
What makes a page a landing page
A good landing page strips out anything that doesn't lead to the target action — menus, unrelated links, distracting content — so the whole design points at one clear CTA. The fewer decisions a user has to make on the page, the higher the click-to-next-step conversion rate.
Landing pages in PWA arbitrage
Often the PWA's own opening screen does double duty as the landing page — the user sees one screen with one clear action, such as Install or Play, with no separate intermediate page at all. The faster that screen loads and the clearer its single CTA, the higher the click-to-install rate — APEX PWAs open in the browser almost instantly, with no detour through a third-party store, cutting losses right at this step.
FAQ
- How is a landing page different from a prelander?
- A prelander warms the user up before the main offer, often through a game-like format, while a landing page is the final page with a direct call to action. In the funnel, the prelander usually comes before the landing page, not after.
- What matters more for a landing page, design or load speed?
- Speed comes first — a slow landing page loses part of its traffic before the user even sees the design, especially on mobile connections. Once load speed is comparable, a clear single CTA matters more than visual complexity.
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