As technology continues to improve every day, understanding digital media and taking advantage of the unique opportunities it offers is a necessity for anyone in marketing. As a digital media planner, it’s my job to find opportunities for my clients in the digital space. I have to say, we’ve done some pretty great things for clients. We’ve helped them with online sweepstakes, native articles on Buzzfeed, custom stations on Pandora, and influencer marketing. While these tactics aren’t for every plan or client, we make sure to find the right way to put your message in front of the right person.

Unfortunately, serving ads to the right people, in the right place, and at the right time is only half the battle. Once people get to the intended website, it’s a free for all. I can’t tell you how many times I’ve seen great creative that has a very specific call to action sending people to a homepage.

Trust me. I know. Your homepage is amazing and has so many great tools for people to use. Unfortunately, a majority of people don’t care about 99% of what’s on your page. They are looking for one specific thing. If they can’t find it quickly you’ve most likely lost them. Some companies like to send people directly to the point of sale, but maybe the person isn’t quite ready to make that sort of commitment. So what’s the answer? Landing pages.

Landing pages are typically standalone pages that are separate from your website. These pages focus on reducing the noise on your website and shift a visitor’s focus towards a specific goal such as filling out a form, making a purchase or downloading a PDF. In addition to making it easier for users to convert, landing pages are easy to change. Landing pages allow you to constantly test new images, phrases, forms and buttons to see what performs best. Surprisingly something as simple as changing a button from “Shop” to “Shop Now” can drastically increase conversion rates.

So get rid of the drop-down menus and links to every possible page on your website, make sure the page focuses on a single goal, and keep testing out new copy, images, or videos to make sure you’re getting the best conversion rate possible.