Landing pages create conversions. So why do we still see so many websites without them?
First, let’s elaborate on the difference between a web page and a landing page. Standard web pages are part of a wider website, with a constant theme and navigation throughout. A website has multimedia content, with standard links to navigate to other areas of the site. It’s an integrated group of pages designed to allow the user to move between all the information on the site.
A landing page is a standalone web page distinct from your main website that has been designed for a single focused objective. Technically, a landing page is a web page. But it should vary to all your other web pages, in that it has a specific purpose with no distractions. Landing pages should have one primary goal; be it sign-ups, gathering information, or selling a product.
A landing page serves one main function: to convert visitors into leads. Landing pages are used to drive specific goals for a marketing campaign. If your brand has a specific goal from your marketing campaign (for example, signing up for a contest), the value of a landing page is that the visitor won’t get side-tracked and click to a different part of the website. And with that fortunate focus comes higher conversions. If you use your website homepage rather than a landing page, there are so many different paths the user could take, distracting them from the action you want them to take part in. With a landing page, you can subtly and successfully guide visitors toward your intended conversion goal.
A homepage has conversion rates of 1-3% on average, meaning only a tiny portion of the traffic going through the website actioned the goal. Comparatively, landing pages have an average conversion rate of 5-15%. If good practices for landing pages are followed, the conversion rate can often be much higher than the average, around 30-45%.
When to use a landing page:
- To capture email addresses: With an incentive, this is a great way to remain in contact with those interested in your product.
- To sign-up for an event; for example, users may need to register or put down their name to reserve their spot.
- Offers where users can sign-up to access a deal, such as money off or a free product
Homepages have their own merits, but shouldn’t be used in the place of a landing page in your online marketing campaign. Users ‘land’ directly on a specific landing page rather than your homepage when you want them to be focused on a specific goal. The intent of your landing page should be abundantly clear to any visitor, and once you have a clear plan of action, your conversions will increase. What you would prefer: having to search through an entire website for the action you saw posted about elsewhere, or to pop in directly on a page specifically concerned with that action?
The answer is clear: stick the landing.