Landing page optimization

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What is landing page optimization (LPO)?

Landing page optimization is a service within conversion rate optimization (CRO) that focuses on improving your website’s conversion rate by aligning your landing pages with user expectations and improving page elements through A/B testing.

By analyzing traffic coming to your website from PPC ads, SEO, display advertising, social ads and other forms of paid advertising, we align marketing efforts with specific and informative landing pages that resonate with users. Through an iterative process, we improve landing page elements using A/B testing and split URL testing.

Why should you invest in landing page optimization?

Landing pages are the first page your visitor lands on your site after clicking an ad or a hyperlink.

Organizations often use their website’s homepage or a general subpage as a landing page — but for the maximum ROI, landing pages should be designed and tested specifically to drive sales or generate leads.

Because landing pages are conversion-focused, they should be optimized through Landing Page Optimization according to your the specific expectations and user journeys of traffic on your website.

Our landing page optimization services

No matter which industry you’re in, we can help you create landing pages that convert and maximize your ROI. Take a look at all the landing pages optimization services we offer.

Landing page audit

Not sure where to start?

Our landing page audit includes a one-time deep analysis of your current traffic, campaigns and landing pages. Our audit aims to spot areas for improvement and give you a jumping-off point for elements to test.

Through paid search, organic search, display ad and social landing page optimization, we’ll help you increase conversions for each type of traffic on your site.

After receiving our audit, you’ll have deeper insight into what your audience is looking for and which AB tests you should run to make your landing pages more profitable.

User journey analysis

Optimizing a landing page requires understanding who your users are and where they’re coming from, so you can align the page they’re landing on with what they’re expecting to find.

We consider user flow, bounce rates, session duration, frustration indicators and qualitative data to understand your users and their context.

Split URL testing

Split URL testing allows us to test one landing page against another, by sending half of your traffic to each and monitoring to see which performs better.

We use split URL testing to test big changes, like whether a short-form or long-form landing page engages your site’s users better.

A/B and A/B/n testing

AB testing allows us to find the best-performing combination of design and content — including copy, imagery, typography, colors, page length, button style, button copy, and navigation style.

We deeply analyze engagement data and create hypotheses and isolate one or several variables to test.

Winning variations tell us which types of landing pages perform better on your specific site. Learn about our testing services.

How we audit and optimize Landing Pages for CRO

When deciding where to begin optimizing landing pages, always start with a traffic source analysis. Understanding where your users are coming from — paid search, display ads, or social, for example — will give you a better idea of what they’re looking for.

Once you’ve identified how your users are landing on your site, you’ll have a better idea of which landing page elements to test. Beginning with key elements like design, copy alignment and messaging, you can run AB tests and split tests to uncover which variations will bring in the most conversions.

1. Traffic sources.

Studying traffic sources allows you to compare conversion rates from different traffic sources, like paid ad campaigns, display ad campaigns, social traffic, and search traffic.

Analyzing which traffic sources have high and low conversion rates can uncover gaps in alignment between what users are searching for and what they find on your site, allowing you to better align various marketing campaigns with landing pages.

2. Design layout.

Depending on your industry and business goals, your landing page should be designed to emphasize various aspects of your offerings. Every high-performing landing page is designed with a specific conversion goal in mind: for example, product purchases, demo requests, or newsletter signups.

Taking your conversion goal into account, you should design your landing page to emphasize the most important elements for your goals — like social proof or purchase incentives. Landing page designs should be tested to determine the optimal layout to bring in the most conversions from your specific audience.

3. Copy alignment.

Few things are more frustrating for users than navigating to a website expecting to find what they’re looking for, only to find that the page they’ve landed on is irrelevant.

Testing various landing page copy to ensure that it aligns with ads, social messaging, and other traffic sources helps you serve users the content they’re expecting to find, which reduces frustration and helps increase conversions.

4. Messaging testing.

Landing page copy should be tested often to make sure it’s resonating with users and hasn’t become stale, especially as your audience grows and evolves. Copy that should be tested includes messaging around pain points, value proposition, offer-urgency and offer-scarcity incentives.

You should test messaging across your entire landing page, including headlines, text on the page and CTA button copy.  

5. Visual elements.

Individual visual elements should also be tested to determine which promote the highest engagement for your audience. Visual elements aren’t limited to hero graphics (although those are important!)  

We’ve found that other visual elements can also be leveraged to have large impact on conversions. You should test everything from trust icons and supporting imagery to font size and style.

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