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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.
|Jennifer Mathes, Ph.D.|