Core components of the business web site

A homepage is a front door to the web site, generating major traffic flows. A company should introduce itself and clearly explain its sphere of activities. First-time users should be able to gain an instant understanding of what a web site is about, and what they can do here. Many companies use slogans or summary text near the top of the page so that it is easy to find, and make sure that there are clear pathways to the major functions of your site. If users find it difficult to figure what the site is about in the first moments, they will instantly hit the back button and take their money elsewhere.

All new visitors arrive at a site with an initial level of concern or caution about the risk. Using credibility indicators such as awards, privacy policies, certifications, and testimonials to foster trust, helps to reassure visitors

Use cases describe a set of actions expected from visitors to accomplish on-site. For example, these can be: customer searches for a product, a customer has a problem and wishes to contact support, new user registers an account on the site. Nowadays users are more comfortable than ever using search tools to find what they are looking for, so including a search bar to the homepage is vital.

Landing pages are the strongest tools you haveto convert visitors into customers. Marketers put a lot of effort to attractvisitors to these pages, so the way they success construct determines future income.

The difference between poor landing page and a great one can be summed up in just a few basic principles.

A landing page should focus on one primary objective—a call to action. A call to action might be to encourage a visitor to order a specific product, sign up for a newsletter, or create a new user account on your site. A visitor should find it easy to understand what it is, so a call to action should be clear and concise. A marketer should ensure that everything on the landing page is focused on encouraging that objective to be met—images, text and even the layout.

Maintaining the benchmark becomes marketer’s activity after the web site was uploaded on the server. The homepage, landing pages, and all other pages in the site should never remain stagnant. The needs and motivation of visitors will change over time, and so the company needs to evolve along with them. Marketers should continually test, analyze, and refine the web site to improve conversions and keep a step ahead of competitors.

III. Internet advertising techniques

Дата добавления: 2015-11-13