Engage consumers with landing pages
Wednesday, 16, Apr 2008 11:29
Firms should not devote their time to pay-per-click campaigns and email marketing at the cost of neglecting their landing pages, an expert has asserted.
Tim Ash, president of SiteTuners.com, made his comments in an article for online resource Search Engine Watch.
He stated that despite all the marketing money used to direct a consumer to a website, often very little effort is invested into the landing pages to which they are sent.
This, Mr Ash believes, is damaging the return on investment generated by online marketing efforts.
He added: "Many companies are beginning to understand that website and landing page conversion can have a dramatic impact on online marketing programme profits.
"That's where the new battleground is in the coming years."
An article published previously by Digital Web magazine highlighted that landing pages must persuade the visitor to act - whether it is to sign up for a newsletter or to make a purchase.
It stated that a site can have millions of visitors but without any conversions a marketing campaign has been unsuccessful.