A landing page is a webpage where a person arrives (“lands”) when he/she clicks on – in this case - an e-mail link (it can also be an online ad banner, or maybe a search engine result). Many marketers believe that their outbound campaign (e.g. e-newsletter) does all the work, and that the landing page is simply a passive gateway, but in fact the exact opposite is in many cases true.
Let’s take a look at what the options are for the visitor, what happens when people arrive at your landing page.
1. Stage 1: Should I bail? Roughly 50 percent of the visitors leave the website within 0 to 8 seconds after taking a glance at the page. There are certain elements that can lower this percentage, such as high readability and appropriate length of the copy, professional design, easy-looking registrations, and interesting graphics.
2. Stage 2: Should I take action? Roughly 30 percent of the visitors bail when the landing page does not prove compelling under close examination.......
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