The Anatomy of a Conversion Path
Because they are flexible and targeted, conversion paths allow you to segment, qualify, and convert your online respondents from paid search, display ads, email, and other sources of paid and unpaid Web traffic.
Let's kick off the anatomy lesson by defining what we mean by "conversion path."
A conversion path is a conversion-focused, linear landing experience, specifically designed to catch and convert incoming traffic from your online marketing campaigns.
Conversion paths live outside of the structure of a company's main site and are typically used in place of landing pages, microsites, or deep links; their intent is to improve conversion rates, lead quality, and overall marketing intelligence related to your respondents and traffic sources.
Conversion paths move respondents from landing through conversion by using branching experiences. Conversion paths comprise a series of connected pages that accomplish the following:
- Segmentation
- Offer or pitch
- Thank you
The following image shows a simple conversion path flow of landing pages, where segmentation is represented by A and B, and sub-segmentation represented by A1/A2 and B1/B2.
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Anna Talerico is executive vice-president of ion interactive (www.i-on.com), a company that pioneered in post-click marketing. Anna and her colleagues provided professional guidance and assistance in the development of SmartTools: High-Performance Landing Pages specifically for MarketingProfs Premium members.
Comments
Excellent post! There are so many little pieces of the conversion path puzzle, it's nice to review them and see them all in one place like this. I especially like the strategy for thank-you pages.
Wonderful. Post. I've been writing individual thank yous to all our new members. They sometimes get these messages days after they take the action. I've been leery of autospondors and want to remain live. I'm seeing the value in an immediate thank you coupled with an opportunity to reach further into the site!
Thank you for the enlightening information!