Conversion pathing, or conversion architecture, refers to conversion-focused landing pages designed to convert incoming traffic to a specific landing page.
As marketers, we need to think beyond a world in which the click is the final measure of the success of a campaign, because it is not. There are a number of paths, or calls to action, which you as a marketer can provide to achieve your goals.
A click can mean anything, even something negative, for example, an unsubscribe. It can also mean something neutral, like them going into their account to update their email address. It can mean less than nothing, as in people who are happy clickers, who automatically click on a picture simply because that is what people tend to do on the internet.
Therefore, a click can’t possibly be construed as a measure of success in and of itself.
Ultimately, the measure of a marketing campaign’s success is what you as a company it is. If your objective is to find out who is clicking (segmentation),to increase the quality of converted leads (qualify your leads), or improve the efficiency of your ad buys (convert them in some way, such as by leading them to a purchasing decision), your needs go beyond the mere click in an email as a measurement of the campaign’s success.
Beyond the click is post-click email marketing, also known as conversion architecture. Once you have led them down the path, how many will go all the way to the end, and how many fall by the wayside? Again, you can learn just as much from no clicks, as clicks, about your customers needs, interests, and motivations.
There are also a couple of handy tools you can use that will help you see what people are actually doing and clicking on, on your ‘rapid conversion landing pages’ as we call them, or RCLPs.
Bronze Level Members and above can log in now to learn more about them.
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Crazy Egg Shows you what they clicked on, how long to click, what keywords they came in on, and more. Free Trial available, low pricing plan, runs on a simple javascript you can put on the bottom of each page and then set up the report in your Crazy Egg account. Even works with blogs-just put the javascript in your FOOTER file in WordPress, for example.
Click Tale-see how far they are scrolling down, even if they NEVER click at all. It will show as a heatmap, red is hot (the above the fold portion of the page which everyone can see, for example) versus blue for cold, hardly anyone is getting to the bottom of the page. Reasonable monthly pricing plan can cater for 10, 20 up to 100 pages at a time.
Free Trial available, low pricing plan, runs on a simple javascript you can put on the bottom of each page and then set up the report in your account. Even works with blogs-just put the javascript in your FOOTER file in WordPress, for example.
It has a reasonable monthly pricing plan if you want to do a full roll out on your site.