one size

One size fits all is a term that came out more than 50 years ago to let folks know that certain garments could be worn by people of just about any size.  However, in the area of marketing, that phrase should have no value at all. Marketers who still practice this approach are excluding many potential customers.


But what’s a company with just one marketing person to do?  There aren’t enough hours in the day to tailor landing pages or emails for each customer based on their interests or desires.                                                 There are two simple answers for that.  The first is that there are programs out there that can tailor a lot of that work.  The second is that there are also programs that can help companies sort out different customer interests and preferences.


One way for companies to discover if they’re missing out in converting as many customers as possible is to conduct what are known as A/B tests.  The test literally compares the conversion results of one site with different content over another with totally different content as well.

While the results from such a test may be interesting, pulling such a test together can be onerous.  And what the test doesn’t tell marketers is how many customers they may have missed converting. Unbounce, a Canadian software company that produces website landing pages, reported that 95% of marketers acknowledge the value of A/B testing,  However, it went on to state that 42% also said it was too difficult.

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There are many programs out there that say they can optimize company landing pages.   A Yahoo search turned up 107 manufacturers of landing page software. Choosing the right one may take some effort but will be worth it.  But before doing so, marketers definitely need to be certain they know what they want to achieve and in measurable terms.

The marketplace is crowded with manufacturers who  offer most of the same features while some present slightly different variations.  Marketers interested in homing in on their customer base and connecting more effectively with potential ones need to investigate the potential and possibilities of a good program. 

One major consideration for companies thinking of an investment in landing page software is deployment.  Is it cloud/web-based or mobile or a combination of all? There’s a variety of options out there to choose from.

Other considerations are whether or not the software will perform A/B testing.  Will it also do the important job of analytics? Analytics can be very time-saving and advantageous.  The right program can apply machine learning and associative reinforcement learning to elevate the content on a company’s site and raise their conversion rates.

Does the software have a grab and drop feature?  And while nearly all share the following, it would still be wise to ensure that the software being considered also offers the usually standard features like real time editing, templates, form creation and that it is responsive.

Once employed, the right software can produce quite rewarding results!

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.