May 25, 2007, Newsletter Issue #65: Use Single Access Page tracking to drive visitors to the content that they are looking for.

Tip of the Week

Your pay per click campaign could be undermined by ineffective landing pages, so PPC management should include tracking Single Access Pages, or pages that a visitor views and then leaves without exploring any further - most often, the home page. To help ensure that the visitors you want at your site move beyond your home page, consider arranging content by visitor such as members, prospective members, journalists, consumers, etc. so the home page engages them and sends them to the appropriate inside pages. Also note that while a splash home page can be visually appealing, these often show large single access figures because impatient or skeptical surfers leave them prior to entering the site.

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