Create paths, not pages

Conversion creatives with meaningful segmentation are friendlier and more conversational than traditional “one size fits all” landing pages. Respondents are gently guided along a short two or three-step creative that lets them identify what is most relevant to the them. They become more engaged because each step is a 5-second click, which pays off with more relevant details. The second and third pages finally deliver on that promise, providing a deeper and more targeted offer.

Rather that using a traditional method of “bucketing” respondents by asking them questions via a form, one of our publishing clients uses a conversion creative.

The initial landing page offers the free weekly email, segmenting by audience — physician, resident, student or healthcare professional. Although the offer is the same for all for segments, unique benefits for each segment are promoted on the second pages. In addition to targeted messaging, the option to “learn more” about subscriptions is available. This is really “polite” way to offer a paid product, in addition to the free one.

On the third segmentation page, respondents are asked one last question before being sent to the order form — print or online? It’s as easy at that!

Worried that more steps means lower conversion rates? Don’t be, just run an A/B test and find out for yourself.