Landing Page Optimization (LPO) is the practice of improving landing page elements with the goal of increasing conversions.
Landing pages are commonly dedicated web pages built outside of an organization's core website architecture. These pages are used in integrated campaigns such as paid advertising and events, with the goal of an immediate conversion. Landing pages are also typically created on an as-needed basis and have a specified shelf-life.
This is closely linked to conversion rate optimization (CRO) as both focus on optimizing content, layout, graphics, and other elements to create more conversions. The main difference is that conversion rate optimization can focus on a company's entire website, or given web pages, whereas landing page optimization focuses on dedicated landing pages generally outside of the core website.
Landing Page Optimization has historically involved two main types of optimization. The first is the use of a/b testing to identify the optimal landing page for the most conversions . The second is rules-based personalization, where marketers can customize a landing page for a specific audience or industry with the goal of increasing conversions.
A landing page can be the first web page visitors see when engaging with a brand. Commonly they’re following a call-to-action (CTA) from a referral site or clicking on a digital ad that takes them directly to a dedicated landing page to take a desired action. Landing pages actions can include a variety of responses, such as requesting a demo, starting a free trial, signing up for a webinar, or purchasing a product. With a landing page optimization strategy, the goal is to collect as many conversions as possible in order to help the overall business reach its revenue goals.
Effective landing page optimization can lead to increased customer engagement and lower customer acquisition costs (CACs).
Landing page optimization and website optimization have the same desired result of increasing conversions, but are different based on the page they’re applied to.
Website optimization focuses on a brand’s entire website and individual web pages within the website’s architecture. Landing page optimization, on the other hand, is focused on optimizing a specific destination with the goal of converting from that page. Landing pages may be part of an organization’s greater web presence, but the focus of a landing page is to convert leads, while the greater website may have multiple goals and calls-to-action. An effective landing page optimization strategy has a direct effect on conversions, so keeping these two metrics closely linked can be beneficial when analyzing the wider digital marketing strategy. Therefore, landing page optimization is a sub-strategy of CRO and can be helpful in identifying how many conversions come from a landing page as opposed to elsewhere on the website.
There are three main types of landing page optimization:
An effective landing page optimization strategy should include the following elements:
Here are a few tips to get started with your own landing page optimization strategy.