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.
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| 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.
