Landing Page Best Practices: the definitive guide #infographic – Visual Website Optimizer Blog

Importance of Landing Pages

How important are landing pages for paid marketing? Why can’t a company simply redirect traffic to its homepage? What is the actual purpose of landing pages?

Landing pages are critical for any promotion specific marketing – but in particular for paid marketing where a measured ROI is essential to your success (and your ability to gain budgetary approval). The reason why you want to direct your paid traffic to a landing page vs. your homepage is that your homepage is often designed to be a generic entry point to your brand and business. It may contain references to many products or services – rendering the ability for a potential customer to find your intended conversion path amidst 40-70 links unlikely at best – impossible at worst. Which leads nicely into the third part of your question. The purpose of a landing page is to provide a hyper-focused experience that is designed to accomplish the singular conversion goal of your marketing campaign.

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