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BizReport : Advertising archives : September 14, 2006

Land Customers From First Impression

You never get a second chance to make a first impression – especially on the Internet. Your website landing page and subsequent product pages could determine who sticks around long enough to buy your products or services, so make them worth the effort.

by Kristina Knight

Landing pages should be clear, concise and uncluttered. Make it easy for customers to go from browsing to shopping. Once they are shopping make sure to promote cross sell opportunities, but don’t hit consumers over the head with other options. Give them one or two and stop.

Product, shopping cart and billing pages are your most important pages. Make the most of them all in three simple steps.

• Reduce Buyer Anxiety

Remind them of return policies, money back guarantees and promote these items on the sales pages.

• Keep Them Updated Throughout Checkout

Just like in a brick-and-mortar store, customers don’t like to wait. Most online checkouts are several pages long. Let customers know where they are in the process and keep them updated on their progress.

• Remove Unnecessary Forms

If you don’t need their middle initial, fax number or alternate email address don’t ask for it. For every form line that is needed and used, there are two more that aren’t. Make filling in those online forms simple and quick so the customer doesn’t get bored and sign off.

Tags: landing pages, user friendly

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