‘Landing Pages’ are special pages normally used for a specific marketing campaign to monitor leads for a specific page. The plugin may have built in software to track leads and conversions. It may or not have navigation/menus on it. It is normally kept separate to the rest of the site so that the visitor is not sidetracked by other links on the page.
Landing Pages – WordPress
Landing pages for WordPress can be installed via a Plugin. They normally have their own templates and are separate to the actual WP theme (although they can be made to use the default WP theme). The plugin usually comes with a number of templates that have elements on the page but each one differs.
A landing page can be used, for example, as an advertisement for a product which includes a link to the product page where a visitor can buy the product. Another example could be a page where you get visitors to subscribe to an email list or perhaps you want to provide a download link to a free ebook. Whenever a visitor clicks on the CTA link this can be monitored and tracked by the plugin.
Landing pages help you improve your conversion rates. You can have two different versions of the same page and test which one is performing better.
Lead generation pages
You can setup your landing page to have a form which collects the name and email address details. You can have an auto responder set up so that the visitor gets a reply as soon as they have entered their details and clicked the submit button. If you have information that you want to send to them, or perhaps offer instant access to a download link you can set that up inside the autoresponder or email marketing service like Mailchimp or an Aweber autoresponder tool.