These rules apply across the online board when coming from email or social media to your website
- Take your reader to a page they would expect to see based on the context of the link. If you don’t have a page to take them to then build one or change the message.
- Keep the path to checkout as short and as simple as possible. The longer the path (the more clicks and questions) the less likely user is to complete.
- Tell a continuous story so that the user is compelled to move forward. A good story answers questions in a timely fashion, keeps the user engaged and minimises resistance to the final call to action.
- Lastly do not be tempted to distract the user with other messages and actions – keep your landing page focused.