The temptation is always there. You see a cool website design, and you’d like to think that if you had it, you could convert 1000%. I remember when I used to work for a credit card company, we were always amazed with designs that our competitors came up. Not everyone had the money to come up with AJAXified landing pages, but one of our competitors did, and some of the designs were just mind-blowing.

But AJAXified landing pages are not game changers in the PPC industry. Your landing page has a better chance of being successful if it is easy to use and can grab the attention of your visitors in a very short amount of time. If you don’t forget the basics (tapping into your visitors’ desires, call to action, …), you can compete with AJAXified landing pages with no problem. The problem with cool landing pages is that there are just too many bells and whistles on the page, and that could be extremely distracting to your users, which means you have a better chance of losing your sales.

AJAX is cool. Higher coversion rate is cooler. Way cooler!