A landing page is a home for your website. It’s the first thing people see when they go to your site, and it provides them with an overview of what you do. Sometimes, people confuse a homepage with a landing page, but this isn’t always the case.
A homepage is your business’ primary page. You’ll usually use your homepage to introduce yourself and the services your company provides. A landing page looks similar, but it’s generally less formal. This isn’t to say that your website needs a homepage; you might only have a landing page.
However, many businesses do need both a home and a landing page. If this is the case, make sure not to confuse one for the other! The best thing to do in this situation is to decide which of these pages should be placed at the top of your site – as such, they’re often labeled “home” or “landing.”
A home for information about what you do? Then it’s a homepage! A physical or virtual location where sales are made or information is exchanged? Then it’s a landing page!
Can a landing page be a homepage?
Short answer: yes.
Longer answer: maybe?
The short answer is that there are two common uses of landing pages in marketing campaigns, especially for eCommerce sites, and both can legitimately use the home page as their landing page. The chart below illustrates the difference between these two approaches by comparing different actions users might take on an eCommerce site.
For instance, you could set up a single landing page with a customized version of the homepage for each individual product you are promoting. This would allow potential customers to quickly learn more about the product and find out if they want to buy it or not without having to go through several additional steps like on a typical eCommerce site.
However, setting up that much customization can be a difficult task and may end up limiting your sales if users don’t know where else to go after making their purchase decision (you should always have an “add to cart” button somewhere ). Therefore, this approach is best used for products that are highly unique or specialized because then the likelihood of multiple people wanting them at the same time is lower than it is with regular products.
In contrast, you could have each feature of your eCommerce site share a single landing page between all the products.
This way users can easily compare each product to find out which order is best for them. However, some people might be deterred if they are looking at an overview of three different products at once and want to learn more about just one of those items.
Additionally, it’s important to note that this method doesn’t allow for any customization to individual products like with the previous approach (so again everyone would need to go through several additional steps).
This second approach seems to better fit typical eCommerce sites because it allows for the flexibility and customizability needed while still letting customers see a quick overview of everything you offer without having to do any searching.
Still confused? If you have a lot of products that are somewhat similar in regards to what they do but not too much so, the second approach should be used. If your products are more unique than this, then it can be okay to use the first method as long as you have an equally simple search function on your site for people who want to learn about specific products.
As stated before, the main difference between these two approaches is how easy it is to find out additional information after making a purchasing decision and how many different products share the same landing page (which will affect how well conversion goals overlap).
For instance, if a user decides that they need something right now and makes a quick purchase, then you can use the first approach to help increase those conversions. However, if a user wants to consider their options before deciding on a specific product (and doesn’t have time to do much searching), then you will want to use the second approach.
Why use a landing page?
There are quite a few reasons to use a landing page instead of your normal homepage.
If you want to lead users by the hand and force them to convert (which is technically what a landing page does because it either redirects or takes users away from their original destination), then converting your homepage into a landing page could be the way to go.
Additionally, a landing page doesn’t really need to be mobile-friendly because most of the time they only appear in search results and don’t need to fit on tiny screens. This makes it easy for companies that are focused on SEO and other long-term goals to create some pretty nice landing pages (although this is ultimately up to their discretion when it comes to how they handle their mobile traffic).
This focus on long-term goals is especially important when you realize just how expensive conversion rate optimization (CRO) can be. It doesn’t take many A/B tests or click surveys before you start running out of money. However, creating a simple landing page that works for your company is much easier to do than a lot of other things.
If you’re worried about the negative effects that using artificial redirection has on your site’s search engine ranking, landing pages are a great way to get around this problem as long as they fit in with your overall company strategy.
After all, there’s no reason why you’d want users to visit your homepage if you don’t have anything for them there besides a single product (and even then, you should be using landing pages for those products as well).
Ultimately, it all comes down to how much control you want over your customers’ experience on your site. If that’s what you’re looking for, then converting parts of your eCommerce site into landing pages is definitely a great idea.
Like we said at the beginning of this article: whether or not one of these approaches is more appropriate than another depends on your website and what goals you need it to help you accomplish.
In fact, every single landing page should be built specifically for that purpose. So while it may be possible to create a site that follows both of these methods at once, in reality, most webmasters will find themselves creating only a single landing page instead. By doing so they avoid being forced into picking between different goals that will likely conflict with one another.
So ultimately it’s okay to have more than one landing page if your site can help you accomplish multiple goals at once, but don’t force yourself into the mindset of thinking this is a requirement.
Instead, focus on finding out exactly what you want from your website and make sure you are building enough of whatever it takes to support that goal.
As long as you do that, everything else should fall into place!