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The attention span of website visitors is very less, and if the entry page does not provide what they seek, the exit happens immediately. When one invests in Internet marketing process such as pay per click (PPC) advertising, the objective is to get positive return on investment (ROI). The landing page is critical to the success of the Internet marketing process and ensuring ROI. It’s important to optimize landing page for holding the interest of the visitor for a longer time and help him, or her, in making purchase or sign-up decision. Landing page is the page that appears when the prospective customer clicks on the PPC ads, banner ads, or search engine result link. The content of this page should be written considering relevant keywords and it should state the purpose of the site and its unique selling proposition (USP). It should have all the information as promised in the PPC ad copy or relevant to the link. Rather than being prolix, the content should be succinct and explicitly tell the prospective how is he, or she, going to benefit. If the website is selling a product or service, or seeking sign-ups, there should be a link on the landing page for the customer to easily make the desired transaction. The link directing to the transaction should be there at the top, middle and the bottom, making it easier for prospective customer to make that all important action. The page must be easy to navigate and attractive to sustain the interest, and with the help of few clicks, the prospective customer should reach the destination. It’s a good idea to test two or three versions of the landing page before finalizing one. A/B testing can be done to test two versions of the page. This testing helps in determining which page is more effective.
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