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Iroegbu Outlines “7 To-Dos” for Optimizing Landing Pages in Q3 2013

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Kanu Iroegbu, a certified digital marketing consultant
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Kanu Iroegbu, a certified digital marketing consultant, has reeled out advice to organizations on leveraging the potentials of marketing in growing their businesses.

According to him, the goal of any marketing campaign is to generate leads.

“Whether it is organizing an event or advertising on television or in the print media, the end goal is to generate leads that can be converted into sales. Every branding activity that a business engages in has to support this objective.

Explaining the nitty-gritty of landing page and usage, he said, “Simply put, a landing page is a web page that helps businesses capture leads. It is different from a Home page, which usually serve as the doorway to generic information about the various products, solutions, and services offered by the business. As such, a typical Home page has too many elements vying for the visitors’ attention. A targeted landing page will work towards compelling a visitor to take the specific and desired action”.

He opined that, there are several ways a visitor can be directed to companies’ or individual’s landing page as “Search engine results link when someone runs a query for your keyword; clickable links in your pay per click ad or other online advertisements; links pointing to this page incorporated in social media posts; email campaigns providing links to this page and Organic search engine optimization (SEO) campaigns throw up links to this page during relevant keyword searches”.

He added that the impact of a landing page can be measured by analyzing the number of visitors who convert. “Tools are available to measure the number of visitors. These tools will also provide you information on the means by which they landed there – was it your SEO strategy or your PPC campaign or your social media activities or even your direct mail campaign.

“If your campaigns are attracting a lot of visitors but none are converting into leads then the problem might lie with your landing page. The solution lies in enhancing and optimizing your landing page to maximize conversions.

On types of landing pages, Iroegbu, said depends solely upon the objective one wants to achieve, and they are categorized into “Informational landing page: If you want to present yourself as a thought leader then you can create an informative landing page, which displays content that is relevant to your visitor. Ideally, the information should center around the keyword that brought the visitor to your landing page in the first place”.

The other is “Action-oriented landing page: This is a landing page with a clear call to action. It could be oriented towards convincing a visitor to buy a product or capture contact information through an online form. If making a sale is the objective, you have to ensure that previous interactions with you provided the visitor enough compelling reasons to do so. If capturing information is your goal then you can do so by offering valuable content”.

On how to optimize landing pages in the third quarter of 2013 mainly, Iroegbu who had help organizations in creating effective landing pages outlined that a good landing page needs to target a particular action.

“Leading visitors to your Home page, for instance, can prove confusing. The visitor might have been searching for information on a particular keyword. Now unless your Home page immediately offers information related to that keyword it is likely to leave your visitor confused. More often than not, this will result in a quick exit from your website, and thereby, a missed opportunity for you.

“You need to be very clear about what you want your visitor to do once they land on your website. Only then can you increase the possibility of converting your traffic into actionable leads. Below we have listed a few measures you should take to optimize your landing pages in Q3 2013.

1) Singular purpose: You need to be absolutely clear about the targeted traffic and the action you desire from them. Minimize distractions. Eliminate unnecessary copy, graphics, form fields, and links. Provide clear and simple call to actions. Do not confuse your visitor. Make it easy for them to focus on your call to action.

2) Short lead form: Visitors hate filling forms, so the longer your lead form the more the number of visitors who are likely to drop off. Keep it short. Capture only information that is necessary to stay in touch.

3) Relevancy of content: Ensure that the content on your landing page is relevant to your keyword. Highlight the benefits of engaging with you for business. Ideally, your landing page headline should match the link your visitors clicked to get there.

4) Call to action: Make sure your call to action (CTA) is clearly visible. Use directional cues to direct attention to your CTA. Have CTA links spread across the page in order to make it easy for visitors to take action whenever they are ready.

5) Responsive design: Think like a user. Test your page to check whether it provides information that is relevant to the keyword they used. Is it visually pleasing? Is the messaging consistent throughout?

6) Transparency: Visitors will always be wary about sharing their contact information. Clearly state what you intend to do with the information you collect. Ease any concerns they may have about the information falling into wrong hands. Highlight your contact information such as phone number and address. Provide links to your social media handles at the bottom.

7) Test thoroughly: Creating a landing page is only the first step. Use real-time A/B or multivariate testing to continuously test the various elements on your landing page and determine what resonates best with your visitors. Improve your page accordingly.

 


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E-Business

Firm Reviews the Evolution of Phishing Threats in 2025

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A new Kaspersky review reveals how cybercriminals revived and refined phishing techniques to target individuals and businesses in 2025, including calendar-based attacks, voice message deceptions and sophisticated multi-factor authentication (MFA) bypass schemes.

The findings emphasise the critical need for user vigilance, employee training and advanced email protection solutions to counter these persistent threats moving forward.

Calendar-based phishing targets office workers

A tactic originally from the late 2010s, calendar-based phishing, has reemerged with a focus on B2B environments. Attackers send emails with calendar event invitations, often containing no body text, hiding malicious links in the event description.

When opened, the event auto-adds to the user’s calendar, with reminders urging them to click links leading to fake login pages, such as those mimicking Microsoft.

Previously aimed at Google Calendar users in mass campaigns, this method now targets office employees. Organisations should conduct regular phishing awareness training, such as simulated attack workshops, to teach employees to verify unexpected calendar invites.

Voice message phishing with CAPTCHA evasion

Phishers are deploying minimalist emails posing as voice message notifications, containing sparse text and a link to a basic landing page. Clicking the link triggers a chain of CAPTCHA verifications to bypass security bots, ultimately directing users to a fraudulent Google login page that validates email addresses and captures credentials.

This multi-layered deception highlights the need for employee training programmes, such as interactive modules on recognising suspicious links and advanced email server protection solutions like Kaspersky SecureMail, which detect and block such covert tactics.

MFA bypass via fake cloud service logins

These sophisticated phishing campaigns are targeting multi-factor authentication (MFA) by mimicking services like pCloud (a cloud storage provider that offers encrypted file storage, sharing and backup services).

These emails, disguised as neutral support follow-ups, lead to fake login pages on lookalike domains (e.g., pcloud.online). The pages interact with the real pCloud service via API, validating emails and prompting for OTP codes and passwords, granting attackers account access upon successful login.

To counter this, organisations should implement mandatory cybersecurity training and deploy email security solutions like Kaspersky Security for Mail Servers, which flags fraudulent domains and API-driven attacks.

“With phishing schemes growing more deceptive, Kaspersky urges users to treat unusual email attachments, like password-protected PDFs or QR codes, with caution and verify website URLs before entering any credentials.

“Organisations should adopt comprehensive training programmes, which includes real-world simulations and best practices for spotting phishing attempts. Additionally, deploying robust email server protection solutions ensures real-time detection and blocking of advanced phishing tactics,” comments Roman Dedenok, Anti-Spam Expert at Kaspersky.

 


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NDPC Commits to Balancing Data Privacy, Protection Information

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Nigerian Data Protection Commission (NDPC), has expressed its commitment to balance information around data privacy and protection.

NDPC Commits to Balancing Data Privacy, Protection Information

Dr. Vincent Olatunji, national commissioner, NDPC, stated this in Abuja, at the National Data Privacy Summit with the theme, “Privacy in the Era of Emerging Technologies,” organised by the commission.

Olatunji said the NDPC, at the moment, was looking at balancing information around data privacy and protection.

“What we are doing is just to look at how to balance information around privacy and protection, which is really important, because as we are innovating, at the same time, we have to consider issues around privacy and protection,” he stated.

He added that the commission has been very bold in taking risks that would bring about growth.

“Our starting point is growing at a very alarming rate, and we are not afraid of anything. We can take risks. And that is why a lot is happening in Nigeria, and this is the level of clarity,” he explained.

In his address, Dr. Aminu Maida, executive vice chairman (EVC) of the Nigerian Communications Commission (NCC),  stated that Internet of Things holds promise for Nigeria’s economy.

The EVC, who was represented by Abraham Oshadami, executive commissioner, Technical Services (ECTS), noted that, “in an era in which digital assets, Internet of Things, future digital computing and other transformative technologies are key, and both a cornerstone of building trust for the adoption and a prerequisite for sustainable progress.

“Emerging technologies hold immense promise for Nigeria’s grand economy, but they also introduce complex risks to personal and individual rights.

“So, balancing innovation through post-ethical safeguards and public trust is the first step to ensuring that global digital advancement benefits all Nigerians without compromising their privacy or their security,” he added.

“As we just heard from the Nigeria Police, telecom operators have a vast amount of sensitive historical information daily, including connectivity apps and collaboration on privacy, security, and number protection, both to their and their inheritors,” he said.

Dr. Bako Shurkuk, commissioner for Science, Technology and Innovation, Plateau State, who represented Caleb Mutfwang, Governor of Plateau State, said, emerging technologies can be harnessed to attain sustainable growth.

 


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OADC Lagos Reinforces Commitment to Local Data Hosting and Digital Transformation @ NDPC’s National Privacy Week Summit

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Open Access Data Centres (OADC) Lagos has reaffirmed its commitment to Nigeria’s data protection and digital transformation agenda through its sponsorship and active participation in the Nigeria Data Protection Commission’s (NDPC) National Privacy Week Summit.

The National Privacy Week Summit, organised by the NDPC, convened policymakers, regulators, technology providers, and industry stakeholders to promote data privacy awareness, strengthen compliance with the Nigeria Data Protection Act (NDPA), and advance conversations around data security, sovereignty, and responsible data governance.

As a sponsor of the event, OADC Lagos demonstrated its continued support for the Federal Government’s drive toward local data hosting and data domiciliation, which are increasingly critical to safeguarding sensitive information, enhancing regulatory compliance, and building trust in Nigeria’s digital economy.

Through its carrier-neutral, Tier III Design certified data centre in Lekki, Lagos, OADC provides secure, resilient, and compliant infrastructure that enables government institutions and private sector organisations to host and manage data locally while meeting international best practices.

Commenting on the engagement, Adesola Adesugba, Country Marketing Manager, Open Access Data Centres Nigeria, said: “We are proud to have supported the Nigeria Data Protection Commission through the National Privacy Week Summit and to stand alongside the government in advancing Nigeria’s digital transformation objectives.

“Strengthening local data hosting and domiciliation is fundamental to national data sovereignty, improved security, and sustainable digital growth, and OADC Lagos remains committed to enabling this future.”

OADC’s participation at National Privacy Week Summit underscores its role as a trusted digital infrastructure partner to government and enterprise, supporting secure cloud connectivity, regulatory compliance, and the long-term development of Nigeria’s digital ecosystem.

Open Access Data Centres is part of the WIOCC Group and operates open-access, world-class data centres across Africa, serving cloud providers, network operators, enterprises, and public sector institutions.


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