Landing Pages: What is it?

Unlike web pages, which typically have many goals and encourage exploration, landing pages are designed with a single focus or goal, known as a call to action (or CTA). Landing pages are used at various stages throughout the inbound marketing cycle.

The purpose of a landing page is to expand upon the message of the advertisement or link and convince the visitor to “convert” into becoming a customer by taking a specific action. Instead, the intent of a Home page is to introduce a visitor to the website/brand and show them what content they can access. This offers visitors several navigation paths and does not have a designated CTA.

While the homepage has dozens of potential distractions—you can basically call ’em “leaks” instead of links—the landing page is super focused. Having fewer links on your landing page increases conversions, as there are fewer tantalizing clickables that’ll carry visitors away from the call to action. That’s why expert marketers always use a dedicated landing page as the destination of their traffic.

It’s this focus that makes landing pages the best option for increasing the conversion rates of your marketing campaigns and lowering your cost of acquiring a lead or sale.


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