Does your organization have a strong … smell?
Not an odor, not a stink, not an over-perfumed old lady smell, but rather the sweet, sweet scent that leads to conversion.
In Always Be Testing: A complete guide to Google Website Optimizer Bryan Eisenberg and John Quarto-vonTivadar talk about the need to maintain scent:
“Your visitors follow your conversion process as if it were a sort of treasure hunt. They are looking for reinforcement that you will fulfill the promise that originally grabbed their attention. When you abandon your scent trail, at any point, you strand your visitors and destroy the persuasive movement on your site or campaign.”
One great way to maintain scent is by putting together a really flexible yet targeted conversion path that segments and qualifies your visitors.
What is a conversion path?
A conversion path is a linear landing experience, specifically designed to catch and convert incoming traffic from your online marketing campaigns. They live outside of the company’s main site, and are used in place of landing pages microsites or deep links.
Conversion paths are great ways to improve lead quality and overall marketing intelligence for your respondents and traffic sources. They take a user post-click from the initial landing through conversion, and are connected through segmentation, offer and the thank you page.
To learn more about conversion paths, check out our article called The Anatomy of a Conversion Path.
If you have any specific questions, feel free to tweet it to us, or leave a comment below!