Landing page optimization

What is Landing Page Optimization?

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. 

Why Landing Page Optimization is Important

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).

The Difference Between Landing Page Optimization and Website Optimization

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. 

Types of Landing Page Optimization

There are three main types of landing page optimization: 

1. Associative content targeting. Marketers tailor landing page content based on parameters such as visitors’ locations, search keywords, industry, and other demographic information. This helps marketers to optimize a landing page based on a specific target audience with different consumer characteristics.

2. Predictive content targeting. A more active methodology involves adapting web page content based on known information about the visitor, including their purchase and browsing histories. This information helps predict future consumer behavior and enables marketing teams to be more effective in retargeting and other marketing campaigns.

3. Consumer-directed targeting. The most transparent of the three types, this LPO method involves using publicly available information such as reviews and ratings to create page content that relates to a prospective customer’s sentiments. 

The Components of Effective Landing Page Optimization

An effective landing page optimization strategy should include the following elements:  

1. An easy-to-follow UX. Generally, a landing page uses simpler and more concise language than a standard website. The idea here is to set a clear call-to-action so that the visitors convert on that page visit.  

2. Include the “why.” Users need to understand why they should take the time to convert. Marketers should  showcase the value of their solution and emphasize why taking these actions is worth their while. 

3. Use an effective CTA. Your call-to-action (CTA) should provide a clear (but short!) description of what the user will get if they click the button. Experiment with different messages and make sure the copy accurately describes what the user will receive if they take the action. 

How To Get started With Landing Page Optimization

Here are a few tips to get started with your own landing page optimization strategy.

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1. Research your target customer. Before building a landing page, identify the target audience the page is for. Adapt the content and page elements specifically for that target audience and think through how your target audience will find this landing page.. Ask yourself: What questions do they have about your solution? What solution is most interesting to them? What would get them to sign up for your service or for more information? Knowing these answers will enable you to create an experience that keeps users on the page and encourages them to take action.

2. Keep the sales cycle in mind. Consider where landing page visitors are in the overall sales cycle. The content and messaging you use should differ based on where someone is in their buying journey.‍
3. Take stock of your competitors’ strategies. What are your competitors doing to attract the same audience? Not only can this give you an idea as to what works and what doesn’t, but it also can show how to differentiate from your competition. 
4. ‍Always be testing. When launching landing pages, you should keep continuous optimization in mind. A/B test, multivariate test, and set rules to ensure you can show the right message to the right person at the right time to increase conversions even further.