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How to optimize landing page performance

Marketing Experiments Journal has made a number of A/B tests of landing pages (the pages people land on clicking ads or search result links).

They found that landing page performance can be improved by:
- Focusing on one objective for each page and driving everything on the page to that one objective
- Using a vertical flow through the centre of the page
- Eliminating elements that may distract eye path from the flow toward the objective
- Using visual elements to draw attention toward the call to action
- Avoiding use of off-page links

Links:

  • Landing Page Confusion-How Does Having More Than One Objective to a Page Affect its Performance? Open link in new window

Henrik Olsen - October 08, 2007 - via Copyblogger

See also: Research (129)  Persuasive design (21)  E-commerce (27)  Landing pages (5)  Web page design (40) 

 

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