It has been found that reducing choices on a page significantly increases the chance of someone taking action. Landing pages with a single call-to-action outperform pages with multiple links because every extra option is just another exit door. In many cases, simply removing a navigation menu can double your conversion rate.
While the average landing page converts at around 2%, a well-built, focused page can regularly reach 10% or more. If a visitor can instantly see what you’re offering and how to get it, they stay. If they have to hunt for the 'contact' button, they’re gone.
For anyone running paid ads, a dedicated page is essential. Sending ad traffic to your homepage is a quick way to waste 80% of your budget on people who bounce immediately. A dedicated landing page keeps the visitor in the right context, reinforces the message that made them click in the first place, and gives them one clear path forward.