Landing page optimization, or LPO for short, is one part of the entire Internet marketing process called conversion optimization, or Conversion Rate Optimization (CRO). The overall goal is improving the percentage of visitors to the website that become sales leads and customers. Theoretically, a landing page is a webpage that is displayed when a potential customer clicks an advertisement or a search engine result link. This can be your website or a webpage that is specifically designed for the visitor of that marketing channel. These pages typically display content that is a relevant extension of the advertisement or link. LPO aims to provide page content and appearance that makes the webpage more appealing to target audiences.
From Oli Gardner at Unbounce.com
How Does LPO Benefit You
- By default your conversion rates will be higher – According to statistical research by Omniture, the act of using a landing page to target your campaign traffic results in an average increase in conversion rate of 25%. Just this stat alone should tell you that LPO is simply a smart practice to follow.
- Targeted messaging – We all want something of value to appeal to us and landing page optimization allows you to provide targeted messaging to wider variety of potential customers.
- Campaign measurement - With only one possible action on the page, measurement is easier. A user either completes your desired action or they don’t. If they don’t, you can test the page until they do.
- Little dependencies on creative - When you are designing a standalone landing page, you have a higher degree of freedom to design what you want over what creative has done for your website. You also have more freedom to experiment. Something as simple as a purple button vs. a green button may conversions but maybe unlikely on your corporate website.
How to Start Landing Page Testing
Landing page optimization is pretty easy to start. First thing to figure out is where are you getting a good amount of traffic from. Is it from SEO or a paid advertising campaign? Once you have picked a source of traffic to start testing, you need a testing platform to use. I would recommend Google Website Optimizer because it is free and is really a very robust testing tool. I would start with basic element based optimization like different images and button colors. Knowing your demographic of the specific marketing channel is a must.
As internet marketing consultants we have considerable experience in landing page optimization and can help manage and guide you through successful campaigns. If you have a question, just give us a shout and we can help you with no obligation.
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