Response Capture

In today’s era of marketing message onslaught, marketers are searching for ways to get through the clutter. Using messages that are relevant to the prospect is not a new, secret love potion. However, few marketers have mastered offer testing and personalization strategies as part of their effort to initiate more responses and grow their prospect funnel.

In this relationship, it is all about being right

It has been said that delivering the right offer to the right customer in the right channel at the right time gives you the best probability for marketing success. For some of us, the thought of trying to determine all the appropriate variables can seem overwhelming.

Yes, there are also costs associated with testing and it takes more time before you can roll out your campaign. But, there are even greater costs associated with not testing at all.

And with a strong opportunity to significantly increase your return on marketing investment (ROMI), it’s no wonder that, according to an Offer Optimization report by Aberdeen Group in October 2009, offer testing is now playing a key role in campaign optimization.
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Before we get into revealing why you need a Landing Page, let’s first define a Landing Page.  Let’s take a minute to walk down a grocery store aisle.  Trust us, it will all come together!

A grocery store carries several thousand products, but if you want your product to “communicate” with more potential customers, you showcase it on the end-cap. The end-cap is prime real estate and companies pay big bucks for this space to give their products better visibility and not have it drown in the aisle noise.

Instead of the customer walking down the aisle and finding an endless selection of similar products, the end-cap provides you an opportunity to engage the customer, highlight the product features and perhaps offer a discount. Voila! Highly targeted and extremely effective.
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A friend called me today to share results from a recent webinar program.  I was excited to hear how the program performed because I had shared some of my learning’s from a landing page optimization course when she was in the webinar planning stage.

The first thing she said was, “please no laughter,” and of course I could not help but laugh.  I felt like a kid being told not to do something and purposing doing it anyway.

We both stopped laughing and got down to evaluating the marketing performance results. She explained that:

• 10,000 email invitations were sent out for the campaign
• 40 people registered to attend the live webinar
• 20 people actually attended the webinar

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