You may have seen a landing page here and there that consists of nothing but two links sitting side by side. Or there may be a small block of text followed by two links. The visitor is supposed to make a choice. After making that choice, she is taken to a special landing page that is geared toward her interests based on the choice made on the first page. Is that a strategy?
There are some valid reasons why you might want to build a two-step landing page. One reason is because you have different segments of your market and you each segment requires a different sales approach.
Let’s say you have a product that appeals to technical hounds as well as a particular demographic is not concerned much with technicalities. One segment of your market likes information and detailed statistics. The other doesn’t. You need two different approaches for your markets – one for the technical geeks and one for everyone else. Now, you can build two separate landing pages and run two ad campaigns to drive traffic to those landing pages or you can build one landing page designed as a “fork” where your two market segments are faced with a choice and then choose the landing page that most appeals to them based on your presentation. In that case, you’d run one pay per click advertising campaign even if you have different ad groups for your market segments.
Another reason for doing it this way is ease of tracking. You can easily determine what percentage of your overall market is made up of each segment by seeing what percentage of each choice is clicked on. Two-step landing pages are not new, but they are a bit more sophisticated today than they’ve been in the past. They work, but you have to plan them first. And the benefits are invaluable.
