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Web Design for ROI: Turning Browsers into Buyers & Prospects into Leads by Sandra Niehaus, Lance Loveday

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Chapter 5. Home Pages

 

“There are three things you never want to see being made: sausage, law, and home pages...”

 
 --Sandra & Lance

Historically, the home page was where most visitors began their experience with a web site. Over time this has changed.

Search engines have become more accurate, allowing visitors to find and go directly to deeper, more relevant site pages, for one thing. Online and offline advertising drives traffic to specific landing pages, for another. But the home page remains an important visitor gateway for most sites. Nothing too surprising about that.

What’s surprising is that the home page is often the page where a high percentage of people leave (or exit from) a site. In our experience, most home pages have an abandonment ...

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