Landing Page Guideline #12: Offering Multiple and Convenient Order Options

ARTICLE SNIPPET - If You Get Everything Else Right and Blow the Order Mechanism, your Sales Letter Landing Page will Almost Certainly Fail.

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 final chapter of Creating Landing Pages that Sell, we take a close look at Guideline #12: Offering Multiple and Convenient Order Options.

• Posting a landing page with a confusing or inadequate order mechanism is like opening a new Wal-Mart, but forgetting to install cash registers.
• Simplicity and brevity are priceless. Ask only for the information you need to process the order.
• A good online order page should include such alternate order options as a toll-free number for phone orders and a printable order form for fax orders.
• The order page should state your guarantee and return policy. In generally, longer guarantees will increase sales and diminish the number of returns.
• It is critical that the online order form incorporates security technology. The current standard is Secure Socket Layer (SSL) encryption.

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