What are the primary goals of a Homepage and a Landing Page?
Besides introducing your brand, a homepage also aims to guide visitors to other parts of your website. A landing page, on the other hand, aims to get a visitor to complete a specific action. The former encourages consumers “to find out,” and the latter leads “to decide.”
How do you measure success and “conversions” for each page?
Success for a homepage is measured by engagement metrics such as low bounce rates and high “pages-per-session”. For a landing page, success is measured almost exclusively by the conversion rate, the percentage of people who clicked your specific “Sign Up” or “Buy” button.
How does the target audience differ for each?
A user who visits a homepage has “informational intent.” They want to learn more about the company in general. A user who visits a landing page has “transactional intent.” They came across a particular advertisement or email and expected to find what the link promised.
What are the key design and structural differences between the two?
· Navigation: Homepages often feature more complicated menus, while landing pages sometimes have reduced navigation to encourage greater user focus.
· Content: Home pages cover various topics, and landing pages offer.
· CTAs: A homepage can have several button options. Landing pages often feature similar calls-to-action.
What makes Landing Pages more effective with fewer navigation links than Homepages?
Reducing the number of links may decrease “analysis paralysis” by limiting pathways to a goal. Additional links on a landing page may present users with alternative navigation paths, potentially influencing conversions.
How do you drive traffic to a Homepage compared to a Landing Page?
Homepage visitors find you through organic traffic (SEO), social media profiles, or word-of-mouth. The traffic that comes to a landing page is usually “paid” or “targeted” and comes from Google Ads, Facebook Ads, or email marketing campaigns.
Can a Homepage function as a Landing Page?
A homepage’s function as a landing page is related to the business offering a single service, and the webpage design guides users to a specific call to action. However, when a business scales up, the most efficient way is to separate these pages. Therefore, the homepage can be used for general inquiries, and the landing pages for sales.
Conclusion
Your homepage can serve as a brand hub for general visitors, while dedicated landing pages bring users to the specific campaign. Matching the appropriate page with the user’s intention can impact the user journey and change conversion likelihood.
