I like to imagine landing pages like those bumpers in pinball – the ones that take your ball and send it careening off in a certain direction. Your ball (lead) comes in at the top, and finds its way, after a series of bumps and bounces, to (ideally) that one hole in the top left that makes the klaxon sing and the points rack up.
It’s likely that you have that one page on your website devoted to a final sale, conversion, or free trial. But what if your lead or possible customer doesn’t hit that page just right? What if, instead, that particular bumper sends their ball straight through the flippers at the bottom before you can respond?
