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In addition to directing the user to from your ad or keyword to a relevant page, that landing page should make the next step obvious and accessible to the visitor. Use the landing page to provide general product information, since many users seek information prior to purchase, as well as your price for that product. Also, use your landing page to convert a visitor to a customer: for example, feature a one-click add-to-cart option on a product site, or include an e-mail capture or other “Contact Us” option if your focus is more services-based or likely to generate customer enquiries. Finally, you should always be performing content testing for your landing pages as even the most incremental changes can mean big profits for you or your company.