Behind Door #1 is a single landing page, door #2 is a conversion path, and door #3 is a microsite. But you don’t know that. You just see three closed doors.
So, do you choose a closed door at random, or demand to see what is behind each door first? If you’re a marketer, I’m going to go out on a limb and guess you want to know what is behind each door first.
In the world of online marketing, guessing counts for very little.
So, let’s talk about what exactly is behind each door.
A single landing page is the page a user ends up on after clicking an ad or link. Ideally, it is a highly targeted page that is very relevant to what the user clicked on.
A conversion path is a sequence of pages that users go through from click through conversion. Like a conversion funnel. Ideally, it is a conversion path you (as the marketer) have designed very carefully and purposefully to drive more visitors through your conversion funnel.
A microsite is a very small Website that is topic- or purpose-specific. Ideally, it is a very conversion oriented experience, keeping the call to action front and center.
What should they all have in common?
All three types of landing experiences should provide:
- Laser-like focus on the call to action
- Specific/relevant information
Your needs at the time will determine which door you select.
If your product is complex, and your viewers will need in-depth education, you may want to try a microsite. If your product is expensive and/or for a specific type of user, you may go with a conversion path to weed out unqualified prospects or to help people drill down to what’s relevant for them. If your product is a low-consideration purchase, a single landing page may be right for you.
You never really know what’s best until you test them. So, I think a great test is to try a microsite against a landing page. Or a conversion path against a microsite. These types of tests help you answer the fundamental question: what type of experience will convert more visitors? It may be different for different sources of traffic, so don’t expect to walk away with one single type of experience. Look for what experiences convert based on context and type of traffic.
Either way, keep your design and content simple, focused and relevant. These are three keys to high conversion rates.