A landing page refers to a minimally designed webpage created for a single marketing campaign or multiple ad campaigns. This targeted webpage directs visitors towards some desired action, like a purchase, newsletter signup, or resource download. Landing pages focus on the single action and call to action, while generic pages can lead participants to various actions. Landing page content and design leverage optimisation techniques for maximised conversion toward the goal that the campaign seeks to achieve. A classic landing page would have an attractive headline, good persuasive content, meaningful graphics, and critically, a clear call to action. Most will be designed for information collection through some type of forms in order to grow promising leads for nurturing. A/B testing landing pages for different elements is a common practice to improve their performance toward conversion.