April 20, 2006 | Thursday

JP Rangaswami, Seth Godin, and building smarter landing pages

By Jackie Danicki - Blogger in Marketing |Online Sales |Quotations

In explaining one of the many reasons why using blogs and wikis - internally as well as externally - is so valuable for businesses, Dresdner Kleinwort Wasserstein CIO JP Rangaswami says:

Spending time listening to music, reading, even smelling the flowers, is a good thing.

Wasting time trying to re-acquire context and orientation is not a good thing.

Emphasis his.

I think his words can also be used as a succinct explanation for why landing pages are such a no-brainer when it comes to website design and optimising for search engines. Further, as Seth Godin writes:

Landing pages are not wandering generalities. They are specific, measurable offers. You can tell if they’re working or not. You can improve the metrics and make them work better. Landing pages are the new direct marketing, and everyone with a website is a direct marketer.

How good are your landing pages? How do you know? How often do you test them? How robust are your tests? How do you know?