Improving elements on a website to increase conversions is called Landing Page Optimization (LPO). It is a subset of Conversion Rate Optimization (CRO) and involves methods to improve conversion goals of any given landing page.

Landing pages are an important component of online marketing campaigns. They’re specially designed with a main goal of generating sales or capturing leads. Your Landing Page is typically the destination of your paid online marketing campaign, with your resources being used (and spent) driving traffic to your landing pages.

Continuous improvement of your landing pages and constant management of your paid traffic can lead to significant improvements in business results.

Optimizing for different traffic sources is essential. Your website traffic can come by someone clicking on a paid search ad, such as Google Ads and performs differently than traffic that may arrive from a social media ad spend.

Typically, you may manage more than five different online marketing campaigns, and be overwhelmed by all of the data. Be sure that you understand what traffic channels are being used to acquire potential customers and how to optimize and maintain a landing page that contains the same messaging across all multiple mediums.

Limit the number of actions on the landing page – sometimes less is more.

Clearly demonstrate the value of what is being offered to your visitors-don’t underestimate the value of a good headline to convince your visitors that you have what they are looking for.

• Match the expectation and need of your visitors
  Keywords used in your ads should be in your landing page copy (it’s what brought them to your landing page in the first place). Make sure your messaging lines up with your landing page experience.

• Establish credibility and trust for your business
  Case studies, testimonials, reviews or even customers' logos go a long way towards doing this. If you have them, your landing page is a great place for them. They help to ensure your visitors that your business is legitimate and trustworthy.

• Offer visitors something of value to them in exchange for their personal information
  Potential customers are likely to provide their email address when taken to a landing page where the primary Call to Action is a landing page form that only requests a name and email address. 

• Decrease the time it takes for page load
  More and more people are using their mobile devices to search and browse the internet and page load speed is beginning to play a huge role in user experience, having an increased effect on bounce rates and abandonment of pages.

• Optimize for search engines
  Search engines are less likely to send organic traffic to your landing page if they don’t believe it will provide value for their users.

Give 'Em What They Came For

Provide your visitors with a headline that clearly communicates a benefit to being on your website. Give them a clear call to action with a short form that makes converting on the page easy. Draw their attention with a clickable button and provide easy, readable content in small chunks.

Your landing pages are capable of doing incredible things for your business if you utilize them effectively. For one of our clients, Wellesley Exotic Pet Vets, we were able to bring their Quality Score up from four to eight with an optimized landing page for their Reptile Vet Ad campaign. With landing page improvements, we increased their quality score from 4/10 to 8/10, thereby decreasing their average cost per click from $2.21 down to $1.06. This was directly related to improving the landing page.