Conversion path

Conversion path

A conversion path[1] is a type of landing page that segments respondents to online advertising and search campaigns. Conversion paths utilize user-directed segmentation, where a respondent is offered segmentation choices to make that act in their self-interest. After self-segmenting, users land on pages[2] that deliver more tailored content and pitch.

Unlike a single landing page, a conversion path does not ask for a desired action, or a conversion, until a respondent has self-segmented.

References

  1. ^ The Anatomy of a Conversion Path
  2. ^ Landing Pages – Single Page, Conversion Path or Microsite?

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