Launch, test, and update with greater speed

The great Ferris Bueller once said, “Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.” Well, if you don’t launch and update your landing pages with greater speed, you could miss the perfect opportunity to improve visitor engagement and increase conversions.

A recent ClickZ article explains how ion client American Greetings’ agile approach to online marketing increased conversions by 50% and gave them “one of the biggest wins [we’ve ever] had.”

Just before the November election, at the height of the Obama/McCain frenzy, American Greetings decided to launch an Obama/McCain dance-off e-card, inspired by the popular YouTube video. 

Tessa from American Greetings Interactive said, “We bought the creative at 10 a.m., approved it into an e-card, made it into an asset at noon, and tested by 3 p.m.”

Tessa worked with ion and was able to launch an Obama/McCain landing page in LiveBall within just hours of the decision to develop the dance off e-card.

The ClickZ article continues, “American Greetings bid on political-themed keywords to promote the e-card and seeded the e-card in social communities, directing consumers to an American Greetings’ landing page. Its landing page included the political e-card for 3.5 days during the week of the presidential election. Tests show the conversion rate for the landing page featuring the e-card was 50 percent higher than the control landing page. In this instance, conversion was defined as the number of people who signed up for a free e-card trial.”

Pre-click and post-click speed and agility is a competitive advantage for online marketers. It’s important to keep your ads and landing pages timely and relevant, and also update them in real time in response to test results. And if you’re as creative as American Greetings, you can seize the opportunity to improve the relevancy and engagement of your marketing as current events unfold.

Offline advertisers must be green with envy.