A landing page is the targeted destination of a consumer’s click. It can be a home page (the most common use of the term), a product page, a promotional page, or any portion of a website directly accessed by clicking on an external hyperlink. Landing page optimization is a process designed to increase conversion rates.For that reason, landing page optimization is a critical component of conversion rate optimization (CRO), a strategy that encompasses a variety of consumer touchpoints.
The point of a successful landing page optimization campaign is to generate leads, so pages are designed to be simple with a clear call to action. For this reason, landing pages often lack some elements of standard websites. For example, an optimized landing page contains a singular CTA, not a variety of options. It contains highlights, not a full list of feature and benefits. In addition, it typically lacks the full site navigation menu. Less is more when it comes to landing page optimization because you don’t want to distract a visitor from your ultimate goal.
Multivariate testing is also common practice when optimizing your landing pages. Multivariate testing is a technique for testing a hypothesis in which multiple variables on a landing page are modified. These modifications can include call to actions, copy, offers, button colors and graphics. The goal of multivariate testing is to determine which combination of variations performs the best out of all of the possible combinations.
We cover some of the more advanced optimization techniques on our conversion optimization section here.
IMA also features over 3600 marketing solutions and tools designed to help manage your landing page and conversion optimization efforts on Martec Showcase.
For more personal help on your optimization efforts, Talia Wolf is the designated IMA thought leader for conversion optimization consulting & training.