Landing pages aren't dead—or even unimportant—but treating them as a standalone strategy for sustaining customer loyalty, growing revenue, or other marketing goal is not the answer.
In the world of e-commerce, especially, an endless number of tools are dedicated to helping marketers create, launch, manage, and even test the effectiveness of landing pages—largely because of the disproportionate amount of value marketers assign to landing page.
When you assess the actual value of landing page optimization, however, you realize that it is no more than a single tactic in the marketer's toolbox. Marketers should instead be focusing on the big picture to devise a strategy: optimizing the entire customer experience, not just the landing page.
So, what's the difference between landing page optimization and customer experience optimization (CXO)?
Landing page optimization is the act of testing and fine-tuning the design elements on individual pages, and perhaps introducing rudimentary rules-based segmentation. CXO, on the other hand, is the goal of using sitewide visitor data, such as individual users' behavior and preferences, to personalize all site content (including landing pages and their numerous elements).
A CXO strategy is implemented via various tactics, and the combined result is the ability to deliver personalized experiences to the right visitor at the right time—no matter which channel they interact with (website, mobile, email, call center, etc.)
With 2013 in full swing, now is the time to think about how you will go beyond landing page optimization and start putting the customer experience at the heart of your marketing strategy.