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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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Direct Response Pages

Many stand-alone landing pages are designed specifically to elicit a direct response, usually signing up to a service or purchasing a product. These pages may be designed for traffic from a specific campaign or traffic source. For example, they can be used for a specific affiliate or for a paid search engine campaign. This allows the page to be tweaked to match the intent and messaging of the upstream originating traffic source.

Begin with a Compelling Page Headline

The success of a direct response page can sometimes be determined within seconds. If your page does not capture a visitor’s attention and spike their curiosity almost immediately, it will fail.

A strong headline gives your visitors a reason to stay and digest ...

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