You can build the highest-converting landing page that ever existed, but if you’re not thinking beyond that initial conversion, you’re flushing your leads down the virtual toilet.
In other words, conversion rate optimization isn’t just about landing pages; it’s about discovering points of friction throughout the entire funnel and then eliminating them. To apply this logic only to a landing page is short-sighted, because every single touchpoint a potential customer has with a company could be critical in closing a deal.
