The average cost of acquisition (CAC) in direct-to-consumer eCommerce has increased by about 60% in the past five years. Your ads now need to work harder and be more effective to get a click — and businesses are seeing diminishing returns.
This shift in the ecosystem has made it more important than ever to rank higher in organic search: your business needs to show up prominently when customers make high-intent searches related to your business. This is where landing pages play a significant role in capturing customers — but they have to be used properly.
To dive in, here's what you need to know about the difference between web pages and landing pages, and how to get started on driving more traffic with your own landing pages.