I was at the NG Customer Experience conference in Miami last week. In my travels around the conference, I had the chance to speak with at least 30 high-level (i.e. “CMO”) executives about their customer marketing programs. And I can tell you that, with the exception of a few conversations, no one is talking about landing pages.
So, when I kicked off my ‘landing page mastery’ session at the event, you can imagine that I was feeling a little shy. How was I going to give a presentation to a room full of people who weren’t really all that into landing pages?
Well, let me tell you how I did it….
I asked everyone in the room to raise their hand if they were focused on landing pages in any way, shape or form. 3 hands shot up.
Then, I asked everyone in the room to raise their hand if they were focused on ensuring their company was delivering relevant, engaging, ROI-focused web experiences. Almost all the hands shot up.
And therein is the landing page riddle. We’ve all got them, but not everyone knows they have them.
I gave the presentation, and just kept switching up the phrase “web experience” where I would normally say “landing page”. It worked quite well and there were a lot of great questions and feedback during the session.
As I often say…”every click has to land somewhere.”
While we may not all care about landing pages, I think we all do care about where our clicks land.