Response Capture

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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If you are a marketer, chances are you’ve already faced this dilemma on at least a couple of occasions.  It’s a question that has all marketing folk debating over best practices and which is better to use on their landing pages.  So, for what it’s worth, we’ll explain why Personalized URLs or PURLs are gaining popularity, your users’ responses and their marketing dollars!

PIN vs. PURL: Personalization

Since PINs are a randomly generated individual number for each individual target you’re marketing to, each one is unique.  But, there’s really nothing “personal” about them. They are an alpha-numeric gobley-goop of characters and numbers, assigned to the user by an algorithm that couldn’t tell apart apples from mangoes. 
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Drive fast all the time and you’ll end up getting tickets.  Eat a lot of fatty foods and it catches up to you eventually.  Burn enough bridges and you’ll find yourself on an island.  Launch marketing campaigns without an effective way to measure results or a strong focus on driving ROI, and you’ll eventually drive your career into a ditch.  

Have you ever received a ticket on the marketing interstate?  Your marketing budget isn’t unlimited so having accountability riding shotgun is a surefire way to keep you from becoming a statistic. 
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We talked about the importance of landing pages in our blog, The Secret to Increasing Your Response Rate. So you now know what a landing page is, but do you know how to make it get results?
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