Landing Page Guideline #6: Creating Strategic Order Flow Links

ARTICLE SNIPPET - The Only Sure Way to Know How Many Links to Place on Your Landing Page to Increase Conversion Rates is to Test the Variations and Go with the Winners

Most people arrive at a website and within less than 10 seconds can determine whether it's clean, professional and worth their time. Your landing page delivers the first impression. It's usually the most important page on your site. It needs to be a fast, effective messenger.

With a quick glance, visitors to your site should know exactly what your site is all about or what your business does. Determine what image and message you want the customer to "get" in those first few seconds, and design your landing page toward that objective. Anything that distracts from the central message or image you wish to project should be eliminated.

The Mequoda online marketing experts have developed 12 guidelines for optimizing landing pages that support getting the order. In this chapter of Creating Landing Pages that Sell, we take a close look at Guideline #6: Creating Strategic Order Flow Links.

• Links and buttons are the vehicles that allow a prospect to navigate your landing page.
• There are two schools of thought when it comes to the links to the order flow.
• Some publishers want the whole story told before taking the user to the order page.
• Guerilla marketers believe that in long copy, if the prospect is ready to order, then she should be taken immediately to the order page.
• We say it depends.

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