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They Clicked, They Left

Why aren't your Web site visitors buying?

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This story appears in the April 2003 issue of Entrepreneur. Subscribe »

If you're like most companies, you focus on driving traffic to your Web site via advertising. If too few visitors buy something once they're there, you blame your marketing program. You may say the media costs were too high or the clicks were junk traffic. True, some marketing campaigns will perform better than others. But in many cases, you can improve your visitor-to-buyer conversion rate just by modifying your Web site, not your marketing.

In his e-book, How to Develop a Landing Page That Closes the Sale, Dr. Ralph F. Wilson urges business owners to evaluate their landing pages, also known as entry pages. The landing page is the page shoppers see once they click an online ad, a search engine listing or a banner ad, for example. The goal of a landing page is to persuade visitors to complete a transaction.

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