If you’re paying for any kind of advertising to get people to your website, it is often unwise to send them directly to your home page.
Particularly if your business sells several products, you want to send people directly to the product or offer that you are making in your ad, not to a home page filled with general information.
That’s why you need a specific ‘landing page’. It’s the page where people are intended to “land” on your website after clicking on your ad (or responding to your ad if it is a print ad).
Sometimes, you will hear the term “landing page” called a “squeeze page”. It is essentially the same thing, although a squeeze page is focused primarily on getting the visitor to enter their email address to request more information.
What is a good conversion rate for a landing page?
The answer is, it depends on the product and market you are involved in, and several other factors.
One the world’s leading Internet marketing companies, MarketingSherpa, reports the average conversion rate for a well-designed landing page is around 3.5%.
Is it worthy paying for separate landing pages on my website?
The short answer is yes, if you’re serious about selling on the Internet. And I assume you are, if you are reading this post. You don’t want to just play games with your Internet marketing.
Many businesses are put off developing landing pages because they are not cheap to build properly. They are time and labour-intensive. There’s no way around this.
But a properly designed landing page can literally make the difference between success and failure for an online business.
(Second part of this post coming tomorrow)