Creative
Landing page (LP)
The page where a paid click lands.
Landing page is the destination of a paid click. In direct-response native, the LP is usually the sales page (post-prelander) or the offer page directly. CVR optimization on the LP is mostly about above-the-fold copy, social proof, urgency, and form length. Most beginner mistakes happen here — one-page sites with weak offers, no social proof, slow load.
Example
Offer page reduced from 3 above-fold form fields to 1 (email only) lifted lead CR from 6.2% to 9.8% — phone capture moved to step-2.