Why you need a conversion optimised landing page
The short answer is; because they help increase your conversion rates!
The main reason for this, is that targeted promotions, or product specific landing pages are focused on a single objective; one that matches the ‘intent’ of the advertisement that your visitors clicked on to reach your page.
If you consider the example of sending traffic to your homepage versus a standalone landing page, you can observe that your homepage is designed with a more general purpose in mind. It speaks more about your overall brand and corporate values, and is typically loaded with links and navigation to other areas of your site.
When Should I Use a Landing Page
You should try to use a landing page for every inbound advertising campaign you operate. You might be selling multiple products or setting up promotional offers for different user segments, and your homepage can’t deal with this level of message differentiation.
The style and effectiveness of your inbound marketing will also vary according to the source (PPC, email, organic, social media, and display banners), so you should try and provide a relevant experience to each input going into the funnel.