After spending your budget on Google and keywords... The potential customer finally discovers your website. Within seconds two things happen. They either bounce back to Google to continue their search or they bounce to a competitor site that they have opened in other tab. But if they last for more than a few seconds on your 'Landing Page'... your hope now is that they bounce to your 'Call to Action Section or Page'... There are numerous articles on how to tailor and design your landing page, but at the highest level just think of it as a "Bounce Page" with three possible outcomes and that your goal is to maximize just one.