Insights
The Landing Page Is The Homepage
By Michael Sasu, [NEEDS REAL DATA: date]
You send ad traffic to your homepage. The homepage lists everything you do. The visitor leaves the way they arrived, anonymous. You paid for the click and captured nothing.
Why the homepage fails
A homepage is a menu. It gives the visitor every reason to browse and none to act. A landing page is a decision. It gives one reason to leave details and asks for the minimum that reason justifies.
What good looks like
One offer, one page, one decision. The form asks for what the offer is worth, no more. Every visitor who does not buy is offered a lighter reason to leave details before they go, so the click is not wasted.
The cost of the leak
Every click that lands on a menu and leaves without a capture is a naira you cannot recover. You cannot follow up a visitor you never recorded. The leak is silent, which is why it lasts so long.
What most people get wrong about this
Most people think they need a new website. They do not. They need one page per offer, built for the decision that ad traffic is there to make. The rest of the site can stay.
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