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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, 2nd Edition by Rich Page, Maura Ginty, Tim Ash

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Visual Presentation

Visual presentation creates the powerful first impression that is responsible for many visitors leaving your site within the first few seconds of arriving. When they first get to your site, they have not had a chance to scan or digest most of your text message. They are mainly reacting emotionally to your page design. As mentioned in Chapter 6, “Misunderstanding Your Visitors—Looking for Psychological Mismatches,” you can’t fool or argue with the limbic system (your “emotional” mid-brain). If it does not like something, no logical argument can prevail against it (and the browser back button is an easy way to quickly exit any webpage).

Most of us can tell whether a landing page appeals to us or repels us. We can tell if a page ...

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