The Basics of Landing Pages and Landing Page Optimization

Elements of SEO displayed on a laptop

Have you ever clicked on an ad on one of the websites you’ve visited and noticed that a separate web page opened? Perhaps you’ve received a promotional email with a link that led you to an online ad or a specific web page? Those separate web pages are called landing pages.

Landing Page

A landing page is a web page that can stand alone with one single purpose and it’s usually to promote or advertise a product or service’s campaign. Specialists from companies like Build A Digital Business believe that landing page plays a big role in the success of your business. The more optimized your landing page is, the bigger the ROI. Most landing pages are used for lead generation, free trials, and promotional offers, as well as to sell something right away.

Landing Page Optimization (LPO)

LPO is a process that involves improving each element of a landing page to increase its conversion rate. It’s just like conversion rate optimization (CRO) but with fewer data. In fact, LPO is considered a subset of CRO that also uses A/B testing to improve its conversion goals.

The Basic Elements of a Landing Page

These are the parts of a landing page that gives the visitor more information about the offer. Because it’s a single page, you need to make sure it’s clear and concise.

Headline – This should clearly say what you’re offering and what benefit or value customers will be getting out of it.

Body – This would give more information about what you’re offering and can be in bullet form for easier readability.

Image – While this isn’t a requirement, it still helps a lot in communicating what your offer is about.

Proof – Not all landing pages have this, but people would be more compelled to take action.

CTA – A call-to-action is a button that must tell the visitor exactly what they want and what their next step would be.

Based on the conversion rate of your current landing page, you can determine what action is most taken by your visitors and make the necessary improvements to each element to reach your goals. Be sure to test the changes you make and always count on your numbers to determine which elements you should keep and which ones you can improve on.