4.3: Attention Ratio

Attention ratio is the ratio of links on a landing page to the number of campaign conversion goals. In an optimized campaign, your attention ratio should be 1:1. Because every campaign has one goal, every corresponding landing page should have only one call to action – one place to click.

Think about your website as your “Brand Central Station;” your main website receives a lot of traffic from many different types of people and there’s tons of information about your company. The beauty of a dedicated landing page is that, when optimized, it has one purpose. Visitors who arrive on your landing pages should know exactly what to do next.

By removing all other links (and distractions) from the landing page, visitors are much more likely to convert when given only one option. #science