All the optimizing in the world can’t fix a landing page that doesn’t match your visitor’s expectations.
With the rising cost of PPC campaigns and the mad competition of organic search, the wrong messaging (especially at the top of the funnel) will lead to higher bounce rates than Ice Cube in the 90s.
God that’s a solid reference. Anyway…
Landing pages should never be a one-size-fits-all experience.
Presenting the same message to everyone — cold traffic, warm traffic, email subscribers, long-time customers — is a good way to come across as tone-deaf.