The New Importance of Landing Pages

The New Importance of Landing Pages and Their Impact on Click-Through Rate (CTR), Cost-Per-Click (CPC)

Assume you did a search for "kids decorated party cookies" this is what Google gave me to look at.

Google Previews may be costing you visitors. Or, maybe they are reducing your bounce rates. Either way, these previews adds pressure to look good and LARGE than ever before.

iON has a great white paper on this topic as related to AdWord ads. You can download it here. But, this also dramatically effects your Volusion pages as well.

Searches for products may result in both category pages and product pages appearing in the search results and your pages better be ready for this preview.

It may be tempting to relegate the importance of instant preview as iterative rather than innovative. So what if you can now see a thumbnail of a page? Before giving it the ‘so-what’ brush off, consider how instant preview affects search dynamics:

• Instant preview is visceral
• It’s surfaced to users front and center, before they make a choice
• A picture is rumored in history to be worth at least 1,000 words
• A picture is far more than your text ad, Pictures are emotional
• People connect more deeply to emotional appeals than intellectual ones
• Instant preview is new and dynamic
• Once conditioned, users should give it more and more credence over time
• Instant preview is a brand opportunity
• Even without paying for the click people will see your preview

Source: iON.com

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