Landing pages have become the Omega-3’s of Web marketing: If you’re not using them and optimizing them ad infinitum, you’re squandering your online ad dollars. Or so the landing page optimization crowd would have you believe.

Like most good ideas that get hyped into panaceas, landing pages have grown larger than life, overshadowing the real source of value—a respondent’s holistic landing experience.

In the spirit of probing the pros and cons of this popular post-click marketing format—and, okay, doing a little tongue-in-cheek myth busting—we offer our take of the top 5 best and worst things about landing pages, in contrast to multi-page landing paths.

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