CRO & Landing Pages
Why sending all paid traffic to your homepage is usually a mistake
Your homepage serves many jobs. A paid campaign usually has one. That is why sending every Meta and Google click to the homepage often creates unnecessary friction.
The customer already told you what they want
A Google search for “rose gold tennis bracelet” should not land on a homepage where the customer has to open Jewellery → Bracelets → Tennis.
A Meta ad featuring one specific product should usually continue to that product or a dedicated page explaining it.
Homepages are broad by design
They may contain:
- multiple categories;
- brand story;
- newsletter;
- seasonal promotions;
- different customer journeys.
That is useful for general browsing and less useful for a campaign with specific intent.
Every extra decision costs attention
Paid traffic is expensive. If the visitor has to search your website again after clicking the ad, the campaign has created work instead of removing it.
There are exceptions
A brand campaign, broad brand-awareness activity or very small catalogue can make the homepage appropriate.
The default principle remains: send customers to the most relevant page you already know they want.
Send customers to the page they actually asked for
If your campaigns drive large volumes of paid traffic into the homepage and conversion is weak, send us an inquiry. We can map ads to more relevant destinations.