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Landing Page Design
It’s not about Technology; it’s about Psychology…
“Advertising is the art of getting people to buy things they don’t need with money they don’t have”. That statement predates the Internet by a number of decades, yet it is as true today as it was back then. A bit cynical? Perhaps, but let us not forget that in the Internet world people rarely stumble across a website without actively searching for something. If you have what they are looking for, your job is to help them find it.
The problem is most websites are so ill conceived and poorly constructed that they are little more than monuments to their owners.
Let’s make something transparently clear; people do not read on the Internet… they scan! They see headlines, images and bullet points. Depending on the personality type of your visitor, you have between 2 and 8 seconds to convince them to stay on your website and delve deeper into it. They click in… take a quick peak… and click out. Those are the conditions in which business is conducted on the Internet.
Why are effective Landing Pages essential?
A Landing page is where visitors land after clicking on an email link, a search engine result, a banner ad, or manually typing in a specific advertised address. Actually making use of that tidbit of knowledge is a little more complex.
It’s easy to fall into the trap of throwing money into driving traffic and living with your conversion rate. Want more customers? Just buy more traffic. Not exactly efficient…or cost effective.
The scenario below illustrates that a mere 2% increase in conversion results in 240 additional customers WITHOUT increasing traffic. Depending on the lifetime value of those new customers, that might be a game changer for this particular business.
WSI Consultants have been trained by industry leading firms like Google, Yahoo! and MarketingSherpa to design and test revenue generating landing pages for businesses like yours. To learn more, visit our Informative Resources page where you can download a whitepaper and listen to an Expert webinar on Landing Page Design: Common Mistakes & Tested Techniques.
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