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I just received an email redirecting me to this page asking me to buy an expensive Vector device. I’m actually in their target market, but most of the links redirected me to YouTube videos or – rarely – pulled up a random menu of 20+ links I could click. Not a single “buy now” experience among them.


Think about the goal of a page. If you manage to convince a prospect to buy, make sure that they can give you their money easily and painlessly. If you make it complicated for them, they’ll go away.