Why Should I Use Landing Pages?
The short answer is because they help increase your conversion rates.
The main reason for this is that targeted promotion or product specific landing pages are focused on a single objective that matches the intent of the ad that your visitors clicked on to reach your page.
If you consider the example of sending traffic to your homepage vs. a standalone landing page, you can understand that your homepage is designed with a more general purpose in mind. It speaks more to your overall brand and corporate values and is typically loaded with links and navigation to other areas of your site.
Every link on your page that doesn’t represent your conversion goal is a distraction that will dilute your message and reduce your conversion rate.
When Should I Use a Landing Page?
You should try to use a landing page for every inbound advertising campaign you operate. You might be selling multiple products or setting up promotional offers for different user segments and your homepage can’t deal with this level of message differentiation. The style and effectiveness of your inbound marketing will also vary according to the source (PPC, email, organic, social media, display banners), so you should try and provide a relevant experience to each input to the funnel.
If you need to communicate discounts or messaging to various classes of customer, for example: people who’ve signed up but never subscribed to your pain subscription model vs. those on your top tier plan, the simplest way is via separate landing pages. They enable you to keep your message private and personalized while not interfering with the general purpose of your homepage.
Not all promos are for all people.
Product advertising usually goes to one of three places: homepage, product detail page, shopping cart page. Of these the product detail is the best as it will provide enough information to make an informed purchasing decision.
However, there is still the option and likelihood that visitors will wander off course via the main navigation. Perhaps they will buy something else, and after all a sale is a sale right? Wrong. If you are trying to run an effective marketing campaign, a big priority should be metrics based accountability.
If you are using a standalone landing page, your sales funnel is greatly simplified: Ad >> Landing Page >> Cart
If your conversion rate isn’t what you want it to be, then you can focus your attention on tightening your message match and test the design and content of your landing page.
If you’re driving traffic through your website, there can be anything from 1-100+ pages in the middle part of the funnel, making it very tough to uncover where the fall out is occurring.