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Jordan

That is EXACTLY what I thought when I read that same e-mail yesterday! I thought the defense against the justification that you want the landing page to maintain the same look as the rest of the site was weak, too.

I say keep the nav on your landing pages. Visitors might find something that interests them more and buy that. Consistency is better than confusing them if/when they find another page on your site.

Maybe remove the nav (or just change them sitewide!) if it consists of flashing buttons that scream "Don't read the page, just click here!"

If your copy isn't already compelling enough that visitors can't click around but must be forced through the funnel, or clear enough that they know what to do next, removing the nav won't fix the underlying problem.

The other techniques, as you say, were pretty good, though.

Matthew Roche

Keep nav? Lose nav?

Heck if I know.

I do think that regardless of where you are in the funnel, you should likely eliminate any links that aren't relevant. If navigation falls into that category, then be gone.

Offlinking on a cart or application can definitely be valuable, however, if it helps to resolve open questions in the conversion funnel. In that case, it is relevant, and I would agree 200% with Jordan.

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Craig Sullivan (twitter OptimiseOrDie)

OK,

Lets be clear about the whole 'escape routes' thing - I think there is a distinction between DISTRACTIONS and useful things.

If I want to 'streamline' a funnel to remove unnecessary distractions this is fine. However, if I know that people often wander out (like drunken web analytics spiders) to other pages, then I shouldn't put blinkers on them.

Many pages that support the funnel process (e.g. delivery charges, privacy policy, t's and c's, product browse categories) have an influence and can be seen in the typical paths from your web analytics tool.

Most people look at the funnel like it is some sort of sheep-dip mechanism where you push people in and through the process. In reality, it is nothing like that. People take a break, look at other stuff, go back, go forward etc. If you remove stuff that is a popular 'escape route' and that is likely to influence conversion, you've just hammered your potential by removing these from the process.

You should understand your traffic first before you attempt to cut its legs off. Removing distractions that have no value to the conversion goal is *good* but removing useful and customer focused stuff is *bad*.

Jorge

I think the main issue is to provide quality content. Then there is no need to create any funnel system. People will love the value you give to them.
People are not rats, they think, search and compare... So the main issue is to give value.

bukmacher

I say keep the nav on your landing pages. Visitors might find something that interests them more and buy that. Consistency is better than confusing them if/when they find another page on your site.

bukmacher

You should understand your traffic first before you attempt to cut its legs off. Removing distractions that have no value to the conversion goal is *good* but removing useful and customer focused stuff is *bad*.

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