Upon arriving at your site, you want the visitor to do something (eg. register for your newsletter or buy your product). Your site is not successful until that desired action is taken. When a visitor takes that desired action, you’ve had a conversion. If you have millions of visitors coming to your site daily and no one converts, not only do you have an unsuccessful marketing campaign, but also a big hosting bill.

Attracting traffic is easy. The tricky part is converting it. And that’s the purpose of your landing page.

Your landing page has to convince the visitor to stay and (depending on your goal):

Fill out a form (but people hate filling out forms)
Provide personal details (but people hate spam)
Buy something (but people hate being scammed)
Read a lot of information (but people really hate reading)

As you can see, there are some major obstacles to getting visitors to do what you want on your landing page. You have to convince people to do things they hate. This is why typical conversion rates are extremely low.

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