Many travel companies landing pages are trying to do too much.
There is a fine line between building a site rich in content and it actually being user friendly, a point which some fail to realise.
The key for success is not to overload the homepage – sometimes less is more.
Make more use of signposts to encourage visitors to click-through to other pages to see more detailed pricing promotions and videos, for example.
Not only will this take the burden off the homepage, but will entice people to explore and spend longer on the site.
Direction:
Many travel company landing pages are trying to do too much.
There is a fine line between building a site rich in content and it actually being user friendly, a point which some fail to realise.
The key for success is not to overload the homepage – sometimes less is more.
Make more use of signposts to encourage visitors to click-through to other pages to see more detailed pricing promotions and videos, for example.
Not only will this take the burden off the homepage, but will entice people to explore and spend longer on the site.
NB: This How To series is authored by Marcus Brennand of Digital Marmalade
About Special Nodes
This is entirely true. Many pages are crammed with information with the hope that the visitor will do something – anything.
What most businesses with an online presence fail to understand is that every page has a purpose. In a way you can see it as a game where the visitor’s quest is to solve the puzzle.
Unless you know yourself what you want a visitor to do on a given page (click a juicy purchase button, browse wares, read an article, forward something) there is a great risk that the visitor will not know what to do for sure. This causes confusion and may result in a lost customer.