Posted By
Wesley Picotte on 02/24/2010
This short series of posts about dynamic landing pages describes three benefits that a dynamic landing page platform can provide beyond the anticipated improvement to campaign performance derived from better conversion rates. My first post dealt with using dynamic landing pages to gain control over your marketing program. This one describes a second benefit—program efficiency.
What Does Efficiency Mean?
When I talk about efficiency in this post, I refer to the amount of work that your marketing team is equipped to accomplish. With efficiency comes a capacity to accomplish more; it’s a simple equation. This is an advantage my agency provides, in fact. We’re very good at doing more with less.
This tenet applies equally to our interactive advertising programs, nearly all of which are hinged to conversion metrics: cost per lead, action, or purchase. Our management methodologies for paid search and banner campaigns focus heavily on these metrics. But there’s only so much that can be gained from campaign optimization; any serious advertising program must also bear down on its landing pages.
Managing a couple of static landing pages is fairly straightforward, but even this simple scenario poses challenges. Embarking upon a multivariate test of these pages, or simply making one-off page changes means involving a host of resources: copywriting, design, a coder to implement changes in the HTML or CSS, and IT, to name a few. Even for us, efficient agency that we are, changes require process, meaning time, and, no, we don’t work for free.
As a result, marketers have sought to squeeze what they could from a limited number of pages, but this actually sacrifices efficiency. For businesses that target multiple audience segments possessing unique drivers, or that seek to communicate effectively over the course of an extended consideration cycle, there is very likely no single (or pair, or trio of) landing page(s) that optimally addresses this span of needs. Yet, the cost-prohibitive nature of managing static pages means you cannot address all audience segments optimally. Enter dynamic landing pages.
With a single template, a marketer can quickly deploy landing pages to address the scenario described above and rapidly test variations against just about any variable you can conceive of. Hardly a one-for-all, all-for-one approach. This capability expands upon the traditional use of campaign landing pages, which has been to address audience segments generally, by inserting scale into the equation. Efficient scale, I mean.
Best of all, you’re in control. You, the marketer. You’re not beholden to a design or IT resource to make changes…see post one in this series to read about using a dynamic landing page platform to gain control of your marketing program.
Hopefully, the picture is clear: landing pages increase conversion. Constraints of the past haven’t allowed for efficient scale and thus, optimization has been limited to lowest-common-denominator improvements—enhancements that improve performance across broad cross-sections of an advertiser’s audience. A dynamic landing page platform changes this, and with smart adoption of this technology, today’s marketers can pinpoint improvements to narrower audience segments efficiently. They can test more, and more often, without the need to tap external resources.
You can read about our interactive advertising programs using dynamic landing pages or return to the White Horse blog for my next post , which covers how dynamic landing pages can enable more advanced marketing programs.
Tags: Digital Advertising, Paid Search, Media Planning & Buying, Rich Media Advertising, Display Advertising, CPA Programs
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