Apply the Rules You Already Know

Likewise, your Web sites have hot spots that need to be leveraged with your best-selling items, brand positioning statements, unique selling proposition statements, offers, and similar items that you feature in your catalog.

These hot spots will be:
• the site’s home page or other landing pages (common points of entry for visitors to your Web site),
• the second page shown after the first click,
• category opening pages, search results pages,
• and the checkout page.