If you have a great home page for your business, you may think the main work of your site is done. Not so fast. If you want to turn clicks into conversions, you need to consider creating dedicated landing pages for each of your products. Landing pages are better at creating conversions than home pages. Even if you’re satisfied with the performance of your home page, you may be surprised landing page conversion rates.
Different Purpose Needs Different Design
A home page has to clearly explain what you do and why people should trust your expertise. It needs to have clear navigation to every part of your site. Your home page should definitely include clear buttons or links to your products, but a home page can rarely focus completely on products.
On the other hand, a landing page is designed to do one thing only: create conversions! No matter whether you want people to buy a product, sign up for a newsletter, download an e-book or PDF, or take any other action on your site, every element of a landing page is tuned specifically for that result. On a landing page, you can reduce your navigation to the bare minimum, giving visitors fewer distractions or opportunities to click away. The content on landing pages can be fine-tuned regarding the specific product you are offering, which also removes distractions and focuses visitors on the product.
If a visitor finds your site via an online ad, using a landing page as the link enables you to keep the online experience focused on the product mentioned in the ad. Clearly they’re interested in the item that was advertised, so keep the conversation focused on that item! After conversion you can direct visitors back to your home page to read more about your company, if they want to. But putting a quality product in a customer’s hand is one of the best things you can do to draw them back to your site and your business — so don’t let them walk away without giving them every incentive and opportunity to pick up that first product.
Landing page design is both a science and an art, and getting it right can help you grow your business beyond all expectations! Let us help you fine-tune your landing pages for maximum conversion rates. Contact us for more information.