What is a conversion path?

I've blogged on this before...but since the conversation around here is always about landing pages versus conversion paths, it's worth continued blogging around this concept.

What is a conversion-focused landing experience?
We think that a conversion-focused landing experience is different than a one-size fits all landing page. Usually that means a "conversion path" -- a multi-page “pitch” that branches according to the respondent’s segment and behavior. Pitch is in important word here. When we sell offline, we tailor our pitch based on who we are pitching to, how they are responding to us, etc. Conversion paths bring some of that offline selling methology online.

What the respondent clicks on leads them down branches that are of interest to them. Selling a CRM software? Why send respondents to a generic landing page, when you can send them to a path where they select a next step based on their industry. Then the next page talks about why your CRM is so right for that industry. And then maybe another choice leads them to even more specific information.

Scott said recently, and it is worth repeating: "A web site is a wide river of prospects and customer at different stages of the funnel. Post-click marketing paths are the tributaries and feeder streams that make sure people enter at the right spot."

-Anna Talerico

Posted @ Wednesday, January 10, 2007 11:36 AM