Landing pages affect conversion rates, expert says
Wednesday 30 September 2009
Brands would benefit from optimising the landing pages reached by clicks generated from paid ads, an industry expert has suggested.
Writing on the Econsultancy blog, Graham Charlton noted that when specific searches are conducted - with, for example, the model number of a product - it is essential that the landing page sends the shopper directly to the relevant site to ensure ease of purchase.
"A good landing page is one that reinforces 'conversion intent' by providing enough information to persuade customers to convert," he observed, adding, however, that it is most important for it to be related to the paid ad clicked on by the user.
Earlier this month, Marketing Sherpa warned companies to be wary of their affiliate networks posting fake blogs - 'flogs' - that appear to be independent sites but exist purely as promotional aids, following revised US regulations from the Federal Trade Commission (FTC). It is thought the FTC will prohibit the use of such flogs.
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