An unknown person, let’s call them X, reaches our landing page. We know little about them—how old they are, what they do for living, where they come from, how they feel today.
Person X simply reached the website of the University of Solitude—that’s all we know. They may scroll the page, they may read the excerpt, or they may click the menu. They may do all kind of other things as well.
But eventually, doesn’t matter who they are and what they do, and how much attention they pay to our message, they’ll either leave the website, or click “buy now” button and navigate to purchase the book on Amazon.com.
Most people will always decide for the first option—leaving the website. And it doesn’t matter how good your landing page is. That’s just how things work in the world of internet marketing. Just a fraction of visitors (always less than 5%, doesn’t matter what niche we talk about) will eventually make a purchase.
But a small percentage of people will actually purchase the book, or at least complete some other, desired action (like the website on FaceBook, subscribe to your newsletter).
Now, the question stands: What decides whether they leave the website, or whether they purchase the book?
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