Applications are usually optimized for general appeal—you want them to work well for everyone. You’re looking for the common denominators of your entire customer population. They also tend to be deeper in the conversion funnel, so you want them to be compatible with a wide range of messages earlier in a user’s experience.
From blogs and landing pages, to official outlets on social media sites, marketers now manage a large extended web that thrives beyond the borders of the traditional web site. Great conversion optimization must leverage the dynamics of each layer—and coordinate the interaction between them.