Landing pages aren’t dead—or even unimportant—but treating them as a standalone strategy for sustaining customer loyalty, growing revenue, or other marketing goal is not the answer.
In the world of e-commerce, especially, an endless number of tools are dedicated to helping marketers create, launch, manage, and even test the effectiveness of landing pages—largely because of the disproportionate amount of value marketers assign to landing page.
When you assess the actual value of landing page optimization, however, you realize that it is no more than a single tactic in the marketer’s toolbox. Marketers should instead be focusing on the big picture to devise a strategy: optimizing the entire customer experience, not just the landing page.
So, what’s the difference between landing page optimization and customer experience optimization (CXO)?
Landing page optimization is the act of testing and fine-tuning the design elements on individual pages, and perhaps introducing rudimentary rules-based segmentation. CXO, on the other hand, is the goal of using sitewide visitor data, such as individual users’ behavior and preferences, to personalize all site content (including landing pages and their numerous elements).
It’s official – Google has rolled out a major redesign of their search results and search ads. The company line, as outlined by Jon Wiley – Google’s lead designer for search – is that the new design improves “readability and creates an overall cleaner look“, while the redesign of the ads is “making the multi-device experience more consistent.“
Google’s desktop ads now do match the design of their mobile versions and achieving multi-device consistency certainly is a great reason. We’d like to take a data-informed guess on what other good reasons Google might have had for this major revamp of their most important interface.
There’s something about the idea of copying your competitor that dredges up unpleasant memories of the bleary-eyed bully you sat next to in primary school eyeing and scribbling down your test answers. Fervid observation of an opponent has never looked so desperate, hopeless – and lame.
On the other hand, your primary school copycat is a far cry from the oozingly cool, “international spy” style of observation you’ve come to embody in your marketing and analytic strategy, in which you nonchalantly sip a martini with a raised eyebrow, anticipating every subtle gesture of your nemeses.
As an online marketer, the latter is the position we all want to be in – prescient, achingly precise – and successful.