In online marketing, a landing page (sometimes called a jump page or splash page) is a specific web page that a visitor ultimately reaches after clicking a link or advertisement. Often, this page showcases content that is an extension of the link or ad, or the page is optimized for a specific keyword term or phrase to attract search engines.

A landing page will often be used in PPC campaigns, and is a way to monitor the effectiveness of paid ads. By adding parameters to the linking URL, marketers can compare ad effectiveness based on relative click-through rates.

A landing page will sometimes attempt to sell something to the user, or collect information from the user which may be used to generate a lead. This desired action is also called a "conversion". The efficiency or quality of the landing page can be measured by the conversion rate (CR) of visitors into actions. Since the economics of many online marketing programs are completely determined by the CR, it is critical to continually test alternatives and improvements to landing pages.

Some web marketers create landing pages that contain nothing more than links to other sites for which the marketer earns a commission every time the user clicks on them. For instance, a marketer might purchase a Google AdWords ad for "tennis rackets" and link it to a landing page with links to tennis racket vendors, each of whom will pay the marketer a commission if the user visits their site (or, alternatively, purchases a product).