Landing pages can be used for effective e-marketing
Special landing pages 'are good e-marketing tool'
Monday, 23 Nov 2009 11:10
Businesses can boost leads and conversion rates by creating effective landing pages as part of their
e-marketing campaigns.
That is the view of Mikal Belicove, who said in an entrepreneur.com column that devoting landing pages to single products or services can encourage customers to make purchases via the web.
In sending web users to specific pages of a website - as opposed to the homepage - companies can more effectively track return on advertising investment.
Mr Belicove said: "When you send everyone to a homepage packed with multiple messages and calls to action, not to mention navigation that may distract from the purpose of your promotion, it's difficult to get your visitors to do exactly what you want them to do."
Well-formed landing pages for online promotions also portray firms in a positive way and send the right signals about the organisation, he added.
Last week, Michelle Strassburg of Freshbusinessthinking.com said that it is vital businesses ensure they invest in high-quality content if they are to meet their targets in terms of e-commerce.
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