The Latest: The Importance of Landing Pages
Rarely is your home page the best place to send someone who surfs to your site from an advertisement. The home page is best considered as the introduction to your site, the page that encourages them to investigate further.
A landing page is the page that encourages an action: buying a product, signing up, or downloading something. In other words, it's the page where your marketing copy and pitch should lead to the conversion you seek.
You can and should have many landing pages that mesh with your online promotions. For example, if a customer clicks on your Adwords ad offering 20% off ski boots, they expect to be taken to the ski boots category page. When there, they want their questions answered, such as: Is this what I'm looking for? Does this look trustworthy? How do I buy the boots? When will I get the boots? Sending them to the home page makes them work extra hard to find the ski boots, and it's likelier that they will leave the site.
How built out are your landing pages? Identify an advertisement that leads to your site. Does it land on the homepage? If so, consider changing (or testing) the URL (web page address) to a specific page on your site that includes information geared toward the reader of that ad!
A landing page is the page that encourages an action: buying a product, signing up, or downloading something. In other words, it's the page where your marketing copy and pitch should lead to the conversion you seek.
You can and should have many landing pages that mesh with your online promotions. For example, if a customer clicks on your Adwords ad offering 20% off ski boots, they expect to be taken to the ski boots category page. When there, they want their questions answered, such as: Is this what I'm looking for? Does this look trustworthy? How do I buy the boots? When will I get the boots? Sending them to the home page makes them work extra hard to find the ski boots, and it's likelier that they will leave the site.
How built out are your landing pages? Identify an advertisement that leads to your site. Does it land on the homepage? If so, consider changing (or testing) the URL (web page address) to a specific page on your site that includes information geared toward the reader of that ad!
