When is a Landing Page not a Landing Page?

Almost everyone who drives traffic to a website knows and uses the term ‘landing page’.

But when is a landing page not a landing page?

Well, when it’s a conversion path of course.

Let me explain…

Millions of dollars every year is spent on landing page optimisation, the process of making a particular page look like a million bucks in the hopes that it will leave the visitor with no choice but to take the desired action.

However unless the conversion goal is relatively simple to attain (such as a free PDF download) the conversion process probably involves more than one step.

Too many times, a landing page looks amazing but leads the visitor into a conversion path that is less than stellar.

The visitor is left feeling jilted - they have been sold beautifully by the landing page, but are then asked to fend for themselves for the remainder of the conversion process.

Increase the effectiveness of landing pages by ensuring post landing page experiences maintain momentum built by landing pages.

The keys to an optimised conversion path:

1. Keep ‘The Scent‘
   The message on your landing page and conversion path should match the message in your ad.
2. Maintain Momentum
   The landing page is just the first step of a conversion process. Make sure the rest of the conversion path carries on the momentum built by the landing page.
3. Keep the Customer Focused on the Goal
   Don’t distract the customer. For example, removing navigation during a checkout process is a great way to remove distractions from the customer.

Discover how to keep ‘The Scent’ in my article: Sniff, Sniff…Don’t Lose the Scent.