May 15

What Online Marketing Optimization Is and Isn’t

Marketing Strategy


Last week, I attended the first-ever MarketingSherpa/MarketingExperiments Optimization Summit in Atlanta. It was an
evidence-based marketer’s dream, three days chock full of real-world case studies and analyses that drilled down to the intricacies of what makes some online marketing campaigns convert better than others.

However, what surprised me was how little this has to do with website or landing page design and how much it has to do with a prospect’s mindset. These marketers definitely weren’t learning where to place button “A” to get the most conversions. In fact, they learned that no matter how successful a landing page, chances are, copying the treatment won’t yield the same results.

That’s because no matter how brilliant the landing page, you’re not going to be having the same conversation with your customers as the brilliant designer is having with theirs. This brings me back to the points of this article, “Integrate Online and Offline Marketing Efforts to Continue the Conversation.” Even though we use different mediums, lead generation is all about having a conversation that engages our customers and guides them along the buying cycle.

And these days, that buying cycle typically brings them to a landing page that will further speak to them in a way that will ultimately drive them closer to a sale. That’s definitely not about where to place a button; it’s about thoroughly understanding what motivates the customer to “click here.”

In sum, you don’t optimize landing pages. You optimize thought processes.

Online marketing optimization leverages testing to ensure you’re speaking as clearly as possible and really getting through to prospects. As Adam Lapp, Associate Director, Optimization and Strategy for MECLABS Conversion Group, explains in this post, “Landing Page Optimization: Is it actually possible to optimize a landing page?” that’s a never-ending journey.

While it certainly would be simpler to copy what someone else is doing successfully and apply their ideas wholesale to your online marketing campaigns, you must understand where your own customers are coming from and what’s driving them forward.

If you’re interested in more takeaways from the summit, I encourage you to check out these links:

Optimization Summit Wrap-up: 6 takeaways to improve your tests and results

Test with Poor Results Can Improve Marketing

Why Landing Page Optimization is So Important

Live from the Optimization Summit: Landing Page Optimization with Boris Grinkot

Live Experiment (Part 1): How many marketers does it take to optimize a web page?

About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing. He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

  1. Hi Brian, I agree with you when you said “you must understand where your own customers are coming from and what’s driving them forward.” Landing page, automation, all these tools are really helpful, but the key to really getting into our prospects or clients mind is direct constant communication. Not hard selling, but just plain and simple social selling. Thanks for sharing the links!

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