7 September 2006

The usability of a website's landing page is key to its effectiveness, an expert at Internet Search Engine Database has claimed.

A landing page, the first page a user opens when accessing the site, can make a large difference to how willing they are to continue browsing.

All usability features, such as easy navigation to desired pages and simplicity of purpose, can entice the user to undertake a desired action, claims Frederick Townes.

Furthermore, graphical design features like headlines, pictures and text, will help achieve the desired action.

"While all site pages have a purpose (at least on well-designed sites), a landing page typically has a special or singular purpose; to sell a particular item, to announce a product sale, to entice visitors to opt in, complete a questionnaire or perform some other most desired action."

Recent research by PayPal indicates that spending online is set to grow, potentially reaching £39 billion by 2010.

The company warns small businesses not to be left behind in this movement and ensure that websites successfully achieve their purpose.

© Adfero Ltd

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