A landing page is the web page that a visitor arrives on after they click an advertising link. Often, landing pages are an optimized extension of an ad, giving the visitor more targeted, in-depth information. The most important feature of a landing page, however, is to direct visitors through a specific task, such as purchasing a product or registering on the site. Advertisers generally track a visitor’s progression from clicking an ad to performing the desired task on the landing page. With this data in hand, landing pages can then be optimized to improve conversions.