Conventional wisdom suggests that a landing page should focus on providing one path and one path only. Either the user converts, or not. This works best for most offers. But what if your particular product or offer has a longer sales cycle, and your marketing campaign is likely driving prospects at various stages of the sales cycle to your landing page.
In this case, the single offer paradigm may be bettered by using more than one conversion option. Create conversion options for each possible stage of the buying cycle.
Consider this example. Prospects the farthest out in the sales funnel may be averse to filling out a full registration form to get a whitepaper. For them, a simple opt-in newsletter may work better. But the mid-stage prospects are beyond the newsletter and will gladly give their information for the information rich document.
How to handle these very different prospects with one page? Put both options on the same landing page. How you count conversions here is important. You can measure each element separately, lump them together, or do both at the same time.
The other option is to set up a “two stage” conversion process. This basically presents the conversion options one after another. First get the user to sign up for one thing, then on the confirmation page, present them with the next. This can work very well because the person has already crossed a mental barrier against providing information after the first step. Of course the question is, which offer to put first. And that is one that needs to be tested too!