Why Landing Page Converts More than a Homepage?

As Dhiraj scanned through the menu, a flyer slipped out. It read “Happy hours on Beer- Flat 50% off (11 am -8 pm)”

Forget the menu, Beer Ordered. Conversion!

The menu is the homepage of the Restaurant and the flyer is the landing page. The offer may have been printed on the Menu (homepage) also, but

• The chances of it getting lost in other items were more.
• It is not realistic to reprint the menu each time for a new offer.

They are the top two reasons why landing pages are as popular as they are.

• Specific offer– No navigation links. No distractions. There is only one action to take, and that is conversion.
• Flexibility– It is easier and cost effective to create a landing page, rather than remodeling the website for the new offer every time.

We would possibly have ordered beer anyway, but a nice flyer with shiny mugs and a bold offer made the decision much quicker, practically a no-brainer.

That is the beauty of a landing page. It increases the chances of conversion substantially.

Let’s take another example – from education industry.

If you have two courses – an undergraduate and a postgraduate, would you offer both of them on one single page? You shouldn’t.

The target audience for both the courses is different, and so are their priorities and concerns; doesn’t it make sense to have separate landing pages for each too?

What has your experience been in using landing pages against home pages? I would love to hear your opinion.