Tying an online ad or piece of email marketing directly to a customized landing page that acknowledges the initial communication and has a specific call to action can improve lift by 40%, according to a survey by CrownPeak.

Product-specific advertising performed better than its holiday-themed counterpart, though many retailers still failed to direct the majority of ads to a clear consumer call to action.

50% of product-specific advertisements linked either to a canned “search” or “category” page, or the website home page.

Some advertisers - primarily content aggregators - directed ads to specific landing pages, which then featured advertisements for other providers of the product. Read more at www.marketingcharts.com