Landing pages are living canvases in the world of direct response marketing. We’re always testing, tweaking, refining and even full-scale redoing them to achieve the perfectly optimized and conversion experience.
Consumers crave information, and unless your conversion point is a coupon or freebie, you’re going to need to work at convincing the consumer to complete your form.
That’s why you might need a micro site. A micro site simply let’s you string together a few extra pieces of content to tell a story or help the consumer understand your value proposition a little bit more before they convert.
I’m not going to dive into how to create a micro site today. Instead, I want to simply encourage you to think beyond the stereotypical landing page that only has a headline, image, paragraph of text and a form. Start thinking outside the page. What else can you do to convince the user to convert? Is it a social signal? Visual impression? Navigation to other content? Testimonials?
To help you understand that a landing page is not limited to a single URL, here’s a great article by Scott Brinker on “Landing Pages 3.0”.