Guiding site visitors across channels with landing pages [dmnews.com]
In short:-
1) Rather than lead visitors who clicked on a product specific banner to a generic homepage. Why not make sure that every banner targets specific products/services and leads visitors to specifc webpages/landing pages that mainly followups on the banner's message and talks about the targeted product/service.
2) These landing pages, though informative of the targeted product/service MUST have a persuasive call-to-action.
3) Evaluate which marketing message/strategy works best by getting different visitors to visit different landing pages that uses the different strategies. Example given was that would more sales be generated if the price is stated straight away in the first page or if customer had time to read the content and then take the trouble to click to a second page with the price info.