Digital marketers are well-versed in pre-click strategies to optimize their campaigns. PPC ad headlines, search ad extensions, and subject line tests are all common practices here. The same is true with marketing automation and CRM tools.
The biggest missing piece to the whole conversion process, the stage, has been overlooked and is a primary reason why industry conversion rates are still a devastatingly low, 3%-4%.
Since we began writing about optimization in 2017, contributed articles, and presenting at PPC Hero Austin, we’ve discovered there is still a lot of confusion. What is optimization? Why is it necessary? What components make up PCO? How can I improve my campaigns with it?
(Note: Landing page optimization has been updated to landing page automation as you will see below.)
post-click optimization comment
Today’s article answers all of that and more as I interviewed Instapage Founder & CEO Tyson Quick on everything landing page automation.
What is landing pge automation and why did you coin the term?
TQ: Landing page is the experience that happens immediately after a potential customer clicks on a digital advertisement. You worked hard to get that click with targeting, bidding, and advertising creative (pre-click), and now it’s time to get that ad click to convert.
Landing pgae automation (PCA) is unique from conversion rate optimization (CRO) because of its focus on the digital advertising journey and not the broad practice of optimizing a website, application, or email campaign. Since it focuses on the digital advertising journey there are four unique stages in the PCA process (video updated to include Ad Mapping automation):
Ad Mapping
Scalable creation (the main differentiator)
Sophisticated personalization
Optimization
Scalable creation is the most unique aspect and main differentiator of the PCA process. Advertisers need a quick and effective way to deploy unique page experiences for all of their ads that goes beyond simply changing a headline or image.
Example: If I’ve set up one search ad campaign to target “landing page templates” and one for “landing page software for real estate firms,” I’m going to need two different landing pages that have unique value positioning. If I neglect this part, I can expect my visitors to bounce when they end up on a page experience unique to real estate landing page software, when all they wanted to do is browse landing page templates.
In addition to scalable creation, advertisers need a fast way to deploy unique personalization and A/B test experiments, one that enables creatives and not coders.
You wouldn’t ask a developer to create a new banner ad to optimize the pre-click and you shouldn’t have to do so for the landing page.