Mistake: sending every platform to one landing page

Mistake: sending every platform to one landing page

Failure mode: TikTok, YouTube, and your newsletter all point to the same URL. TikTok traffic bounces (wrong intent), and you blame the offer. You can't tell which channel deserves the page it needs.

Fix: a routing layer that matches page to platform intent.

Phase 1 — Segment by intent:
— Short-form (TikTok/Reels): low-intent, send to a fast mobile bridge page with social proof
— Long-form (YouTube): high-intent, send straight to the offer
— Email: warmest, send to a returning-visitor variant

Phase 2 — Route: one short link per platform, each 301-ing to its matched page, all carrying UTMs.
Phase 3 — Measure each route's CVR separately.

Decision rule: if a route's CVR is under half your blended rate, swap its destination page before you cut the channel.

Checklist:
— One link per platform, never a shared URL
— Each destination matched to traffic intent
— Per-route CVR visible in your dashboard

Definition of done: you can compare CVR by platform, not just by creator.

Cold and warm traffic need different doors.