Some of my favorite landing experiences from 2012 are what we call “progressive” — think multi-step forms, wizards, microsites, microconversion experiences and romance pages. Progressive conversion recognizes that often people need multiple interactions with you, either in a single visit or across multiple sessions, before they’re ready to convert.
My all-time favorite progressive experience is one I found while curating examples for my R.E.A.D.Y blog series. SimpleSite.com does a fanastic job of gently guiding the user through several steps before asking for lead information. Their approach is logical; step-by-step “guidance” is key to establishing trust, building commitment and earning the end-goal conversion action.
- Steps 1-2 engage visitors in the creation process
- Steps 3-4 ask for lead information on individual pages
- Once login is created, users get an immediate pay off…the site is “ready”!
As we move into the new year, think progressive. Remember how importatnt it is to give all visitors a good experience, because as Scott said best, “today’s non-converter may be tomorrow’s conversion win.”