Landing Page Optimization Is Not a Strategy, CXO Is - Profs | The MarTech Digest |
Marketing Strategy - Landing pages aren't dead—or even unimportant—but you shouldn't be treating them as a standalone strategy. Rather, you should be focusing on the big picture: optimizing the entire customer experience.


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).


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.

Here are five steps to take to help you get there.

  1. Create a culture of testing
  2. Put the customer at the heart of your organization
  3. Start using loyalty program data to personalize
  4. Harness the power of social media
  5. Get your mobile and tablet strategy right, or get left behind