A Love Letter to the Landing Page
I was reading an article in Sunday’s New York Times about a couple that just got married (“Vows”), telling the story of how the couple met, what happened at the wedding, etc. And it got me thinking. Are we marketers any different than the wedding reporter? Look at how quickly we turn our heads toward AI, AR, or whatever else is new and forget about our tried and true love: The landing page.
Shiny and New
Our love and attention always prioritizes and flocks to the new. AI. Voice search. Augmented reality. The flavor of the week.
But like that new marriage … will they even last? So celebrated, so much attention, but it’s not a success story just yet. Tell me about it in twenty years when they’ve survived kids, a mortgage, and the day-to-day drudgery that comes long after the bridal party and the chuppah, the dress and the first dance.
Or when that whiz bang tech truly becomes a core part of a marketing funnel and gets more than just engagement but drives real revenue.
Do these fawning love stories distract you from the long-term, reliable companions to your brand’s success?
True Love Endures: The Landing Page
I think the landing page is the perfect example. It’s been around quite awhile. So long that there isn’t clarity on when landing pages even really began. According to Wikipedia, landing pages originated in late 2003. But the first mention on MarketingSherpa was in 2000, in a discussion about sending clickthroughs from banner ads and email to relevant landing pages.
Regardless of when the landing page first burst upon the scene, it’s still the very heart of all marketing conversions today.
It’s not flashy. Or new. But it has endured the test of time.
The olds love it. TV commercials. Print ads. Radio. Out-of-home advertising. The call-to-action often leads to a landing page, the ultimate conversion point.
The somewhat newer kids on the block are quite fond of it as well. Email marketing. Search engine marketing. Online display ads. Social media advertising. They often send traffic to a landing page as well because it’s the key conversion point.
The Danger of Over-Emphasizing the New
So the danger you face, dear marketer, is to get distracted by the buzz. The grass is always greener on the latest technology all the cool kids are talking about. New software feels like magic before you buy it, the hero riding in on a white horse, the solution to all of your problems.
And a humble activity like landing page optimization (LPO) can get overlooked by the noise. But it’s a marketing investment that is still so effective because it impacts where the money is made — the landing page is so often where the customer decides “yes” or “no,” to purchase/become a lead or to bounce.
LPO helps that fundamental conversion point convert better.
Since all that money invested in all that media and other marketing activities to drive traffic is often driving that traffic to a landing page, if you increase landing page conversion, the results ricochet back up through your budget and you get a better ROI on the media spend and all the other marketing outlays that led customers to that point.
So pull up your workhorse landing pages on your laptop screen right now. And let them know, that while your eyes may have wandered, while you may occasionally get distracted, “it was you all along.” Then give them the focus and love and attention they need to be the best, highest converting landing pages they can be.
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Daniel Burstein is the Senior Director, Content and Marketing at MECLABS Institute. Daniel oversees all content and marketing coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the marketing direction for MECLABS — digging for actionable discoveries while serving as an advocate for the audience.