Why You Shouldn’t Send Paid/Email Traffic To Your Homepage

Waseem Bashir

Waseem Bashir

August 16, 2018

Why You Shouldn’t Send Paid/Email Traffic To Your Homepage

 

Do you always get stuck with a question when to use a Landing Page vs. a Home Page?

Let’s explore the differences between the two and learn how to increase conversions from paid campaigns. First, let’s define each of them and understand what each one is used for.

Landing pages are a form of a web page designed to receive traffic from one or several specific sources (such as an ad or email campaign). It is intended for a very specific purpose and prompts visitors to take a well-defined action.

Home Page, on the other hand, is the main page of a website that gives a comprehensive overview of what a website is about. It often has standard links that point to other important permanent pages of your website. It is designed to encourage exploration.

Let’s now understand how the two differ.

 

Purpose:

The first major difference between a Landing page and a Homepage is the intended purpose they serve. If the purpose is to get leads, clients or sales then Landing pages can do the job. On the other hand, if the purpose is to build a brand, provide information to the clients about the offerings then Homepage is the best for the task. However, there is a plethora of information nowadays and people are busier than ever. With a continuous decrease in human attention span we are left with just 5 seconds to motivate someone to take an action and that is possible only with the help of a landing page as it enables to target the audience, offer them something of value, and convert a higher percentage of visitors into leads and eventually into customers.

 

Conversion:

Landing pages have just one goal i.e. conversion. Homepages, on the other hand, have a lot to do.  On a typical homepage, you’ll find different sections such as a navigation bar, site links, blogs, social media links etc. These links help the visitors get to where they need to go or interact with the website in the way you want. On a typical Landing page, you will find a headline, subheading, elements which compliment to one purpose.

 

high converting landing pages image

 

Call-to-action:

A major difference between a homepage and a landing page is that a landing page has a Call-to-Action (CTA) button that encourages visitors to click on it. A CTA can be anything from filling out a form to calling a phone number or buying a product. A lot of times you will see an offer associated with the CTA e.g. “Sign up for free” “Get your free eBook”. These offers encourage the audience to click on the CTA button as they feel they are getting something in return for the information they are providing. In contrast to landing pages, homepages do not typically have a CTA because it operates more like an information page about a company and its products or services.

 

Versioning:

With a Landing Page, you can create multiple versions very quickly compared to a homepage. Using tools like Unbounce, Instapages you can create multiple versions,  AB test campaigns pretty quickly. These tools can help them become high converting landing pages. Making changes to a homepage is not very straightforward as it would require a web developer to make those changes. Landing pages are typically driven and managed by marketers vs a website which is ideally managed by an IT team.

 

Relevancy:

Sending visitors from a PPC or email campaign to a website’s homepage will fail to deliver on the promise inherit in the call to action due to the static nature of homepages. Landing pages can be customised to include dynamic text from Ads / Emails and add to the trust and being relevant score.

 

Conclusion:

Homepage contains a lot of information, sources and navigation links as it serves as an information resource to potential customers. High converting landing pages, on the other hand, have a specific message and relevant content. They serve only one purpose i.e. to convert either by generating leads, increasing sign-ups, encouraging live chat etc. So, next time when running your paid or email campaign think twice before sending your visitors to your website’s homepage.

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