Assuming a website with three levels of navigation has three major types of pages:
Each level has less and less navigation choice available. TheHome Pagetries to quickly get you close to the correct content, aTargeted Landing Pagemight not include Top navigation with the navigation at the bottom (so the user must see the whole offer), and anOffer Pagemight only include bread crumbs. This structure ensure that pagesPage Rankpoints on the site are pushed towards the pages we want the user to land on.
Part of the reason it is broken down into these steps is so we can easily monitor the drop off rate of each step, and make changes using A/B split testing to optimize the offer and messaging over time.
# Are social media messages drawing people into our sphere of influence? # Are potential customers finding our knowledge base? # Are they moving on to TargetedLandingPages? Which ones? # Are we understanding the customers problems on the TargetedLandingPages? # Do they want to know how much to fix all their problems? # Are they willing to pay the price we are asking? # Do we service them well enough they will give us a referral?
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