Landing or lead capture pages are used to test Pay-Per-Click campaigns. When a prospect clicks on an advertisement or search-engine link you should have a landing page for the visitor to see first.
Landing pages help you capture data to test your marketing results. Another feature of landing pages – offer the visitor a free product or paper to incentivize your clients to enter their emails. Lastly, landing pages are used to develop an A/B test for testing new lists, gauging interest in a special promotional offer, testing different price points, or measuring click through rates on website sales campaigns.