Digital Marketing – Landing Page Optimization Must for Each Source

A large amount of marketing money is spent on brand building as well as performance marketing (generation of incoming traffic of customers). Marketing outreach through mass market, conference participations, email marketing or digital media brings curious as well as high intent traffic. Digital media enables very fine monitoring of campaigns and their performance optimization to ensure higher online conversions and revenue.

Customer Segment and Context of Each Source is Different

The intent of the customer depends on the source. Each source represents potentially a different customer segment, with its own differing context. Hence, multiple campaigns landing on the same page, even when the ad copy is same, can lead to different conversions. For example, one source may bring broad based audience with customers having higher propensity to pay, while another source may bring niche set of customers which are strategically important yet not willing to pay a lot.

Tracking Each Source is Important

Sources are often added or deleted in a running business. An experimental campaign without a change in landing page with a very short turnaround time helps in gauging the effectiveness of a new source. However, it is better to track a campaign separately with a tracking parameter rather than use pre and post-performance of the landing page.

Different Campaign Sources Have Different Conversions

Single Landing Page vs. Multiple Landing Pages

While a single landing page helps in managing the customer communications better. There is only one set of content to review and ensure nothing is wrong. Also, each landing page now needs two variants – desktop and mobile. Multiple landing pages helps in optimizing each page for specific campaign. However, if the landing pages don’t differ a lot, source specific customization of a single landing page may be better from content management perspective.

Comparing a New Source with an Existing Campaign

A landing page optimized for an existing campaign when deployed for a new campaign may not truly measure the effectiveness of the new source. Only when the landing page has been optimized for the new source, it makes sense to reach a judgment on the new source.  For example, niche set of customers may have a specific need and if the landing page does not reinforce their needs and wants, conversions may remain poor. And we may wrongly attribute to the payment capacity of the audience from the new source, while the culprit lies with the communication on the landing page.