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information scent conversion marketing

Information Scent

Definition

A trail of information that remains consistent from one channel to the next, indicating to a lead that they’re on the right track. Strong information scent is achieved through consistent design and message match across all the channels of your campaign.

“You need to maintain information scent so that people feel confident that they made a good click.” — @oligardner
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Resources

  1. The 7 Principles of Conversion-Centered Design
  2. 98% Of Your Paid Ads Are A Colossal Waste of Money
  3. 6 Types of Information Scent

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