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Part: I Planning a Successful Strategy > Landing Pages That Convert Visitors in...

Chapter 5. Landing Pages That Convert Visitors into Buyers

Your prospects searched for a specific keyword, spotted your ad listing, and clicked on it for more information. Are they sold on your company? Not yet. But they're standing inside your online store. How do you get them to opt-in for follow-up communication from you, or buy something right now? The landing page they're visiting must sell.

This is where companies doing search engine advertising may lose the sale. A vital part of making paid listings work is not just focusing on driving additional traffic to your site or paying less money for the ads. Yes, those are important objectives, but the profitability of your campaigns will spike when you persuade a higher number of your site visitors to become customers. An effective landing page, often referred to as a destination URL or target URL, impacts your bottom line.


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