Online advertising has become a prominent force in an organisation’s marketing activities, with the standard approach seeing companies create adverts based on modelling the user’s needs and interests. However, there is a surprisingly low level of effort dedicated to what actually happens after an advert is clicked on (Becker et al, 2009).
Advertisers spend obscene amounts of money on buying traffic, but the effort that they devote to the landing page in which the user is sent to is often negligible (Ash, 2008). In many cases, strong adverts are created which encourage users to click, however, once users arrive on the landing page the bounce rate is high, which impacts negatively on the conversion rate (Zigmond et al, 2009).
Of course, it is difficult to answer why users do not respond to landing pages but there are certain tips that you can follow in order to create a successful landing page (Ash, 2008).