Visitors are no use if the landing page is useless
It’s important to give visitors exactly whatthey want on the first page they encounter (Kate Billinghurst)
Visitor Reaction to a Webpage is about Layout, White Space and Scannability as Much as Text Content
Marketers need to realise the significance of effective landing pages, it has been suggested.
Kevin Gibbons, a blogger for Econsultancy, highlighted that making the most of an investment in a landing page is crucial to ensuring the right results are achieved.
It is important not to solely rely on a homepage, he emphasised, as potential customers need to be directed to the areas of a site most relevant to them.
There is little point in using pay-per-click if everyone is going to the same part of a website, Mr Gibbons stressed.
Furthermore, marketers must have a clear goal in place as to what they want to achieve once people have been directed – do they want a one off sale or for them to sign up to a newsletter?
Making it easy for customers to do what they want on the site is also of utmost importance, Mr Gibbons emphasised, otherwise they will quickly lose interest and go elsewhere.
Patricio Robles recently wrote for Econsultancy that many advertisers lose revenue because they are lazy in how they place their ads and do not make an effort to generate sales.
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