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.


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, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.