A Landing Page Is Not An Order Page (And Why It Matters)

Written by Leon Altman


Continued from page 1

And in all cases,repparttar landing page must be consistent withrepparttar 147734 marketing piece. Ifrepparttar 147735 prospect is suddenly confronted with a landing page that seems different or just doesnít seem to connect withrepparttar 147736 piece they came from, a number of unfortunate things happen. There is a credibility gap. The prospect senses this is different and becomes on guard. And you loserepparttar 147737 momentum ofrepparttar 147738 sell, where one benefit leads to another untilrepparttar 147739 close.

Letís say youíve determinedrepparttar 147740 length ofrepparttar 147741 sell copy onrepparttar 147742 landing page. At this point, there is a crucial decision to be made. Afterrepparttar 147743 sell, do you putrepparttar 147744 order form or signup form onrepparttar 147745 same page or have prospects click to go to another page to fill outrepparttar 147746 form?

There are two opposing prospect tendencies to deal with. The more clicks a prospect needs to go through to get torepparttar 147747 order or signup,repparttar 147748 more likelyrepparttar 147749 prospect will not continue. Onrepparttar 147750 other hand, make prospects do too much scrolling and youíll lose a certain percentage of them. In addition, if there is too much copy and graphics on a page, there isrepparttar 147751 danger thatrepparttar 147752 page looks too cluttered and intimidating.

There is no cookie-cutter solution. Generally, it is preferable to haverepparttar 147753 order form onrepparttar 147754 same page asrepparttar 147755 preceding sell copy; that is, onrepparttar 147756 landing page. Having said that, there are numerous cases when having prospects click to go to a separate order page is better.

So you see, a landing page is an important, yet flexible, stage inrepparttar 147757 selling process. Always keep in mindrepparttar 147758 marketing piecerepparttar 147759 prospect came from and develop your landing page accordingly.

With 25 years of experience, Leon Altman focuses on helping marketers get more out of their investment in marketing. To inquire about his services, write leon@altmancommuncations.com . To sign up for his Free Marketers FYI newsletter, visit his site at www.InvestingIN.com/marketing


A Landing Page is Not an Order Page (and why it matters)

Written by Leon Altman


Continued from page 1

And in all cases,repparttar landing page must be consistent withrepparttar 147607 marketing piece. Ifrepparttar 147608 prospect is suddenly confronted with a landing page that seems different or just doesnít seem to connect withrepparttar 147609 piece they came from, a number of unfortunate things happen. There is a credibility gap. The prospect senses this is different and becomes on guard. And you loserepparttar 147610 momentum ofrepparttar 147611 sell, where one benefit leads to another untilrepparttar 147612 close.

Letís say youíve determinedrepparttar 147613 length ofrepparttar 147614 sell copy onrepparttar 147615 landing page. At this point, there is a crucial decision to be made. Afterrepparttar 147616 sell, do you putrepparttar 147617 order form or signup form onrepparttar 147618 same page or have prospects click to go to another page to fill outrepparttar 147619 form?

There are two opposing prospect tendencies to deal with. The more clicks a prospect needs to go through to get torepparttar 147620 order or signup,repparttar 147621 more likelyrepparttar 147622 prospect will not continue. Onrepparttar 147623 other hand, make prospects do too much scrolling and youíll lose a certain percentage of them. In addition, if there is too much copy and graphics on a page, there isrepparttar 147624 danger thatrepparttar 147625 page looks too cluttered and intimidating.

There is no cookie-cutter solution. Generally, it is preferable to haverepparttar 147626 order form onrepparttar 147627 same page asrepparttar 147628 preceding sell copy; that is, onrepparttar 147629 landing page. Having said that, there are numerous cases when having prospects click to go to a separate order page is better.

So you see, a landing page is an important, yet flexible, stage inrepparttar 147630 selling process. Always keep in mindrepparttar 147631 marketing piecerepparttar 147632 prospect came from and develop your landing page accordingly.

With 25 years of experience, Leon focuses on helping marketers get more out of their investment in marketing. To inquire about his services, write leon@altmancommunications.com . To sign up for his Free Marketers FYI newsletter, visit his site at www.InvestingIN.com/marketing


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