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Landing page optimization (LPO) is the process of improving elements on a landing page to increase conversions. Landing page optimization is a subset of conversion rate optimization, and involves using methods such as A/B testing to improve the experience and effectiveness of a given landing page.
Landing pages are a key component of online marketing campaigns. A landing page is a specially designed page whose main goal is to generate sales or capture leads. Landing pages are often the main destination of paid marketing campaigns, and a lot of money and resources are spent driving traffic to these pages.
Since landing pages are focused on conversions, improving their performance can lead to significant improvements in business results. That’s where LPO comes in.
Optimizing a landing page ensures that you achieve the highest possible conversion rate from the visitors who arrive at that landing page. Landing page optimization can help you lower your customer acquisitions costs, acquire more customers, and maximize the value of your ad spend.
Landing page optimization identifies potential problems with the landing page’s design or functionality, and uses controlled experiments, or A/B tests, to test out improvements to the page and measure the effect on the page’s conversion rate.
Looking for ideas of where to start? Follow these landing page best practices and try out these potential test ideas:
Limit the number of actions on the landing page.
Test removing website navigation elements, extra form fields, or any other unnecessary functionality.
Clearly articulates the value of what is being offered to the visitor.
Test headline variations and call-to-action text that more closely matches the language your visitors use to describe what they’re looking for.
Match the expectation and need of the visitor based on their previous interaction (context).
Test using keywords from ads in your landing page copy.
Establish credibility and trust for the business.
Test adding other customer logos, a customer quote, reviews, or other forms of social proof to the landing page.
In order to effectively optimize your landing page, you will need a landing page optimization tool which you can use to make changes to your landing pages and test those changes to determine their effectiveness in improving their conversion rate.
Landing page optimization can be easily done using Optimizely, a leading AB testing and experience optimization platform. Optimizely not only takes the coding work out of landing page optimization, it also determines when there is a statistically significant difference in the rate at which landing page variations are converting visitors.
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