In other words, do not deviate from
the selling path.
Take advantage of the space on the landing page to promote the benefits and high-level
selling points of the products. Leaving the good sales copy and design elements to individual
product pages is self-defeating??”that golden content can help drive customers deeper
into your site. For instance, Figure 7-3 shows a product landing page for M-Audio, a company
that manufacturers professional audio equipment. Notice the casual sales copy and
compelling photograph at the top of the page, plus the crisp photographs and brief product
highlights that help funnel users toward the product in which they are most interested.
Imagine if the product landing page were the only web page visitors could read about the
products. You would want to provide them with comprehensive subject matter, creating
an almost portal-like environment where they can learn everything they need to know
without hopping all over your corporate domain. This focuses visitors into the selling path.
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Figure 7-3. The product landing page for M-Audio uses simple copy and a clean design to help users
find the product most closely matching their interests.
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