Landing page optimization is a huge part of successful online advertising, and there is one strategy that I particularly like, which I call the “two-part landing page strategy.” This is where you identify at least two goals for a campaign, and then you make sure that you accomplish both of those goals in sequential steps.
In the example below, for instance, you’ll see a simple landing page from a company called Domo, where they are asking people to fill-in three pieces of information: full name, email address, and registration type. You submit the information by clicking “Next”, and only then do you get hit with the bigger ask, which is for a credit card.
If Domo setup a standard one-page landing page, then they would end up getting an equal number of credit card conversions and email address conversions. But by smartly chunking out their landing pages, they are inevitably going to end up with a large list of people who are interested in their offer but not ready to buy, and a smaller list of people who are both interested in their offer and made a purchase.
This is an incredibly smart approach to landing page design, because it capitalizes on the concept of micro-conversions and standard conversions, which you can think of as base hits vs. home runs. To grow your business, you should never throwaway micro-conversions, because if you plan them right, they should be edging you closer and closer to captured revenue.