No More Landing Pages?
June 27, 2007 by Pablo Palatnik
As I was walking around at Ad:Tech, a girl appeared wearing a shirt that read: “No More Landing Pagesâ€â€¦obviously my first reaction was, “Huh?†Landing pages were and are designed for one reason and one reason only…TO INCREASE CONVERSIONS.
Their Message: “Our hope is, if you’re in any way connected to online marketing, you’ll appreciate the big message here: you can get much more out of your email, advertising and SEM/SEO than you do today. Landing pages devalue your brand, under-deliver conversions and disappoint users…Of course not! No more landing pages does not mean no more landing experiences. To the contrary, our point is that the landing page has itself become indiscriminate, boiled down to a one-size-fits-all, single page format. It may be better than nothing — although with many crappy landing pages out there that’s questionable — but we can do much better as marketers.”
No more landing pages is actually a blog. You can get what it is from reading the first paragraph on the blog: “We’re consumers before we’re marketers. So put on your consumer hat for a minute… how do you feel when a banner, email or keyword ad promises you something, but then doesn’t give it to you when you click? How fast do you hit your back button? What do you think about the company behind the broken promise? Anything?â€
What do I think? I don’t really see any “Landing Pages†ranking organically in the engines. It’s proven; at least from my marketing efforts in PPC, etc…a landing page will convert better than sending the traffic to a home page where information is provided…at least most of the time. Check out their blog and see what you get out of it.
Anyway, I have to praise them for the cool mouse pad they hooked me up with and their cool attitude…good/bad message? You decide. Landing page is one thing…spam is another.
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Comments (2)
Glad you met up with Susan and Megan. Nice to have an ad:tech (albeit a small one) right in our own backyard.
Absolutely right, landing pages convert much better than links to home pages. No argument there. What we’re saying is that there’s something out there that converts much better than even the most optimized landing page (or microsite, for that matter)
We’re evangelizing conversion paths: multi-step landing experiences that better match with respondent expectations, build trust and desire through segmentation and targeted messaging, and result in significantly higher conversions. They deliver 2-10x the conversion rate on identical traffic when run against optimized, longstanding landing pages. We have many clients who have proven this out.
A mini industry is focused on optimizing within a sub-par box. Going outside of that box is both exciting and effective.
Thanks for the interest.
I don’t know much about this subject, but i just wanted to drop by and say helloooo!! you can erase this after reading it.. don’t want to mess up the blog thing. Un besoteee!
keep up the good work! you rock!