5 easy tips for creating the right kind of landing experiences

Not every landing experience should be the same. Doesn’t it make sense to treat a prospect that is on the cusp of converting differently than one who is just starting the research process? 

Here are five tips for providing the right landing experience for the right situations:

1. The higher the price, the more pages you may need in your path.
   
   The keyword here is path. A high price tag deserves justification, and this can be demonstrated across multiple pages that all lead into the final a-ha moment where the user converts.
    
2. If your prospect is close to the sale, you may want less pages in your path.
   
   If you know, based on the traffic source or behavioral data, that a prospect is ready to purchase, provide a quick and clear path to conversion. No microsite or conversion path should be used in this situation.
    
3. Vague ad messaging should be coupled with good segmentation.
   
   A vague ad will draw in a lot of curious clicks. You will need to segment out the unqualified from the qualified.
    
4. Multipage experiences work great for complex solutions.
   
   If you’re selling really cool t-shirts, you should have really cool landing pages. If you’re selling complex computer software you need a way to quickly educate, persuade and convert the user without offering any distractions. A multipage experience with limited navigation may be just what you need. It should also be really cool.
    
5. Microsites are great for educating.
   
   Navigation is a big killer of conversions, but a microsite is a great way to use controlled navigation. Your call to action will be clear and present on every page, and you control the area in which viewers can navigate. This helps to keep the visitor focused, and reduces the ability to wander off. It also provides a great opportunity for you to educate viewers if they aren’t ready to convert yet. 

What tips do you have for creating the right landing experiences for the right situations?