Definition
A landing page is the page users arrive on after clicking an ad. Landing page quality strongly affects CVR and CPA.
How to use it
- Match the ad promise: the first screen should confirm intent and offer.
- Remove friction: speed, fewer fields, clear CTA, trust signals.
- Segment landing pages by intent (prospecting vs retargeting).
Common mistakes
- Sending all traffic to one generic page (intent mismatch).
- Optimizing CVR with dark patterns that increase refunds or churn.
Why this matters
This term matters because it affects how you interpret performance and make budget decisions. If you use inconsistent definitions or windows, ROAS/CPA can look "better" while profit gets worse.
Practical checklist
- Write a 1-line definition for "Landing Page" that your team will use consistently.
- Keep the time window consistent (weekly/monthly/quarterly) when comparing trends.
- Segment results (channel/plan/cohort) before drawing big conclusions from blended averages.
- Sanity-check with a related calculator from the same category on MetricKit.
- Read the related guide (e.g., Creative + landing page playbook: diagnose CTR/CVR, then set break-even targets) for context and common pitfalls.
Where to use this on MetricKit
Calculators
- Incrementality Lift Calculator: Estimate incremental conversions, incremental ROAS, and incremental profit from a holdout test.
- Marginal ROAS Calculator: Estimate diminishing returns and find the profit-maximizing ad spend from a simple response curve.
- Target CPA from LTV Calculator: Translate LTV and contribution margin into a target CPA (and break-even CPA) for paid acquisition.
- MER Calculator: Calculate MER (Marketing Efficiency Ratio / blended ROAS) and estimate break-even and target MER from margin assumptions.
- Max CPC Calculator: Compute break-even and target CPC (and optional CPM) from CVR, AOV, and contribution margin assumptions.
Guides
- Creative + landing page playbook: diagnose CTR/CVR, then set break-even targets: A practical playbook for improving paid ads performance: use CTR/CVR diagnosis, set break-even CTR/CVR/CPM targets from your economics, and fix the biggest lever first.
- Frequency and creative fatigue: diagnose performance decay and fix it: Learn how frequency, reach, and impressions interact with CTR/CVR, when to cap frequency, and how to refresh creatives without tanking learning.