Many marketers make use of Web site landing pages to convert visitors who click from search engines, marketing e-mails or banner ads; therefore the term "post-click marketing." Landing pages — a one-page format tied to a specific offer such as a white paper or Webinar — have a lot going for them.

Landing pages are quick and inexpensive to produce. They can provide campaign cohesion by aligning the ad and Web page creative, increase your ROI on paid search campaigns, and turn anonymous Web site visitors into valid prospects.

But landing pages can be fraught with problems that turn visitors off and lower your conversion rates. Some of the common problems include:

• Loading up on content. Complex messages or offers may not be easy to explain in a single, concise landing page. This tempts marketers to overload landing pages with a lot of content. Visitors are forced to sift through it all to find what is relevant. We know what that does to conversion rates.
• Trying to close the sale too soon. A landing page that immediately presents the visitor with a detailed form to fill out is like a car salesperson that tries to sell you a car before you've sat in it. Respondents may not know anything about your company. They may have marginal interest in your offer and still need to be convinced. You must prove your credibility and further promote the value of your offer before a visitor will hand over their information. Request only the minimum amount of information needed to respond appropriately. Additional information can be filled in later, when you are actively engaged with the prospect.
• Being all things to all people. If you have a simple, compelling offer that is equally applicable to everyone who hits your landing page, that's great. A single page will probably work well for you. However, if multiple audience types will click on your ad, a single landing page that tries to be all things to all audiences will have a lower impact on each audience because their specific issues are not addressed. Strength of message is diluted. Again, conversion rates plummet.
• Looking cheap. Because landing pages are quick and inexpensive to create, they sometimes end up looking cheap. That doesn't help your brand make a good impression on your audience. All of your landing pages should have a clean and professional look that reflects positively on your company's brand image.

Avoiding Landing Page Problems
Most of the landing page problems discussed above can be traced back to how much information is presented to visitors on a landing page. Not enough content and you haven't proven the value of your offer. Too much information and visitors get frustrated trying to sort through it.

It's a challenge to provide just the right amount of targeted, informative content for your audiences that will motivate them to act upon your offer and give you something of value in return — their contact information.

Sometimes the best approach to meeting this challenge is not a single landing page, but a landing path. A landing path might be two or more pages you lead the visitor through. On the first page, you allow the visitor to choose a path based on their interests or profile. On ensuing pages, you provide content directly related to their choice. Your offer might be present on all pages, but it won't be the only content they see.

Landing Page vs. Landing Path
The table below provides guidelines to help decide if you should use a single landing page or a landing path consisting of more than one page. Choosing the right approach will help you eliminate most landing page issues, but it won't solve the "looking cheap" issue. You need to address that whether you choose landing pages or landing paths.

A Word on Optimization and Testing
Whether you decide to use a landing page or landing path for your post-click marketing efforts, you should experiment with different layouts, content and ways to present your offer. A few changes to the columns, links or form can make a difference.

Discover which page or path converts best and run with it for a while. Apply what you learn from one campaign to another to continually improve your visitors' experience and increase conversion rates.