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Simple Landing Page Optimization

I don’t feel that in most cases online advertising creative should be optimized based on revenue.  Your landing page and/or website is responsible for the conversions happening as a result of your ads.  With a properly optimized landing page, your advertising should focus on targeting the right users and generating as many clicks as possible.  To say that a particular ad unit was responsible for bringing in revenue isn’t accurate.  It’s the experience your users go through “after the click” that determines your ultimate sales.

Which leads us to landing page optimization.  I’ve attended too many meetings where advertisers and agencies always “talk” about dynamic landing page optimization but never pull the trigger.  For some reason, whether you are using a provider or not, this simple yet important practice always gets brushed under the rug.  Perhaps it’s because most online marketers don’t know html or php.  Or perhaps there’s a thorn-in-the-side disconnect between advertisers and IT/Web Development.  Whatever the reason, landing page optimization has mostly been forgone by the largest companies out there, only to be practiced by the freelancing, affiliate who benefits immensely by this practice.

For those of you who have always thought this was a great idea, but never found anyone to spearhead it, it’s time to step up.  Here’s a tool that is simple to use on a basic level and if nothing else, will get you more experience with landing page optimization and build toward bigger and better things.