Anti-Landing Page Group to Protest at ad:tech

no_more_langing_pages.jpg

On April 25th, the second day of the ad:tech Conference in San Francisco at 9:00 AM, demonstrators from the No More Landing Pages revolution will be gathered in front of the Moscone Center to protest the senseless creation of generic, dead-end landing pages. We are so down with that!

Written by Steve Hall    Comments (13)     File: Industry Events, Online     Apr-23-07  
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Comments

Unfortunately, it's the marketers (aka: the account gays) who force the senseless creation of generic, dead-end landing pages upon the creatives.

Posted by: Edward on April 23, 2007 07:36 PM

Edward, I've never heard this complaint from a creative. Good perspective. I'm an account gay (I guess), and am SO down with the protesting of landing pages. I think landing pages are a crutch -- a result of poor planning for what should come after the click. And this huge industry has cropped up totally focused on the wrong things-- optimize, test, analyze -- so focused on tweaking the minutia, and not focused on creating great user experiences.

Posted by: Anna Talerico on April 23, 2007 09:11 PM

Not to be too contradictory, Anne, but your site can use a bit of sprucing up it is a bit bland.

Posted by: Edward on April 24, 2007 01:11 AM

Let's pause for a moment discuss the irony of the banner ad above...a landing page handbook? Well placed.

Posted by: Holly on April 24, 2007 12:05 PM

OH yes, absolutely. Apparently the short-attention-span generation is bored with doing the same kind of execution more than once or twice.

And tsk, all that testing, analysis and optimization...how dull actually wanting to know what messages drive the best response for the money spent, or actually creating revenue-producing results. Much better to indulge our "creativity" on doing things we imagine are more fun and engaging for people just like ourselves, whether they actually drive a business result or not. After all, we're here to entertain ourselves and each other, not for a business reason. The world owes us a living.

Posted by: Stevie the K on April 24, 2007 02:00 PM

Hi Stevie the K,

Actually, the whole point of moving beyond landing pages is to increase conversion (the revenue-producing result), and should be all about testing and optimization (to see what drives the best response). Just not of a single page, which reduces all clicks to the same anonymous user, and leaving lots of conversions on the floor.

Posted by: Anna Talerico on April 24, 2007 03:38 PM

For anyone here who is missing the point...

Landing pages don't produce results. Even "optimized" they languish (according to MarketingSherpa) around 3% average conversion. That's pathetic. There's no business or creative reason for us to accept pathetic as normal.

Landing pages are the wrong vehicle for conversion. And, they're bad for branding (since most respondents go away unhappy). You can optimize them to high heaven and test them all you want. They still convert in the single digits and alienate most users.

We need to make respondents happy and get reasonable ROI. We need high-percentage pre-conversion segmentation and qualification data to hold our traffic sources accountable. And we need higher conversion rates that come from users having the trust and desire to want to convert. This stuff doesn't come from a landing page.

Posted by: Justin Talerico on April 24, 2007 04:21 PM

This is obviously a brilliantly conceived campaign to drive attention to a specific group that is promoting more intelligent consumer/media interaction. Nothing wrong there! It's interesting and brilliant in my honest opinion.
Web 2.0 is revolutionary and this marketing blitz is genius.

Posted by: Russell Rockefeller on April 24, 2007 09:25 PM

Mea Culpa...

I should have read the click through and not just the AdRants summary. I agree that slamming clickers onto a single dead-end page is not only lazy but wasteful in terms of lost insights and opportunity cost.

BTW are you guys related to Steven Tyler? :)

Posted by: Stevie the K on April 25, 2007 10:11 AM

Yikes. I'm still lost here. If you have a click through generated by an enticement that is terrific...no? The landing page should never dead end...that makes sense...
I really want to get it... the swag is nice. I like the t-shirts and the message bag too!
Great Logo!

Posted by: arthur on April 25, 2007 04:24 PM

Arthur,
Thanks for the props on the logo and stuff. Hope you are enjoying ad:tech. No More Landing Pages is urging marketers to look beyond landing pages -- they are bad for users and bad for brands. Marketers can, and should, focus on the experience, audience self-segmentation and qualification. A landing page is not an experience or interaction. If you check out the NoMoreLandingPages site, you can learn more.

Posted by: Anna Talerico on April 25, 2007 05:08 PM

Stevie the K, No Steven Tyler in the family tree :(
Thanks for your comments back - glad you read through the comments and see the meaning behind the message.

Posted by: Anna Talerico on April 25, 2007 05:10 PM

This thread has proved another thing you account folks do:

Talk in circles and say absolutely nothing.

Posted by: Edward on April 26, 2007 01:08 PM

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