Conversion Wednesday – Landing Page Optimization

By Dan G


In this video we’ll discuss landing pages and go over what they are and how they can be used to increase your conversion rate.

If you don’t know what landing pages are, basically they’re the first page a visitor sees when visiting your site.  More often than not, the home page is the usually a visitor’s landing page, but some websites are frequently adding special landing pages that allow visitors to skip information that doesn’t interest them and might focus on a certain product or certain promotion.

Landing pages can be used to direct customers to specific pages on your site that are of interest to them.  You should use landing pages when you know the visitor to your site is after something specific that normally would take several clicks to reach their desired destination.  Take a look at your traffic analytics to see how the majority of your visitors are entering your site. For example, a good portion of your traffic could be coming from on an ad for a product you sell.  They most likely don’t want to spend 10 minutes navigating through your site just to find the product in the ad they clicked on, so a landing page can help them find what they’re after faster.

How to Measure Landing Page Success:

Like other pages on your website, you should evaluate the success of your landing page. Ideally, you want visitors to your site to make a purchase.  A successful landing page should result in more purchases.

You can measure the success of your landing page by dividing the number of people who make a purchase into the number of visitors to your site.  The result is your conversion rate.  A good lead generation conversion rate falls around 3-5%, with a typical ecommerce rate being 1-2%.

What Makes an Effective Landing Page? –you might ask

The more in tune your landing page is with the source your visitor found your site from, the higher your conversion rate will be. You want your landing page to direct customers to a page with relevant information, making the process of finding what they want on your site as easy as possible.

If your ad that the visitor clicks on to get to your website features a particular product or brand, it’s a good idea to have the landing page also feature that particular product or brand.  If you fail to match the landing page with the intended destination of the visitor, you conversion rates could dramatically decline. There are four key points in making an effective landing page:

  1.  Recognition – Your customer should immediately find what they were looking for and they should recognize that the page they were directed to matches the ad that they clicked on.
  2. Credibility – Your page must look legitimate.  The visitor should feel secure making a purchase or submitting personal information after seeing your landing page.
  3. Persuasiveness – Your landing page should seal the deal and convince the visitor that they need your product or that your service is of value to them.
  4. Action – The landing page should highlight some action the visitor can take now that they’ve reached their destination, like making a purchase.


So there you have it. Now you know a little more about landing pages and their optimization. Is there any assistance you might want for your website? Are you overwhelmed, and maybe want to delegate the analyzation and testing of your site to come up with some new strategies and changes for your site? If so, please consider utilizing our testing program.