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Tim Ash says that the number one driver of conversions is matching the visitor’s intent and aligning the purpose of your landing page with the reason for their visit.

In this example, a user performs a Google search for “best digital camera.” In order to learn more about the best digital camera, they click on ConsumerReports.org to get Expert Reviews. That’s exactly what they’re searching for, right?

Question 4: What element on the ConsumerReports.org landing page signals that the site hasn’t delivered what it promised?

  1. Rated Digital Cameras
  2. Join Today
  3. Over 56 digital camera models tested
  4. Save time and money

User performs a Google search for best digital camera and lands on ConsumerReports.org.

ConsumerReports.org landing page for "best digital camera" search.

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