Presentation on landing page optimization, in Humanity, workforce management platform.

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Landing Page Optimization

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Agenda
- What is a landing page?
- Landing page optimization
- Why should you have a landing page?
- Know your goals
- Know your customers
- Elements of a landing page
- Landing page examples (A/B Testing)

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What is landing page?
In the purest sense, a landing page is any web
page that a visitor can arrive at or “land” on.

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Landing page optimization

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Landing page optimization
Some of the overall goals are:
● Decrease the time it takes visitors to finish tasks
● Reduce the number of mistakes visitors are likely to make
● Shorten visitors’ learning time
● Improve visitors’ satisfaction with your site
● The visitor doesn’t read text; they scan it.

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Landing page optimization
Common problems:
● A busy look
● Unclear Call-to-actions
● Too many choices
● Visual Distractions
● Too much text
● Asking for too much information
● Lack of trust and credibility

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Why should you have a landing
page?
The short answer is because they help
increase your conversion rates.

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Know your goals
- Capture sale
- Newsletter subscription
- Donation
- Sign up for events

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Know your customers
- Research mode
- Purchase mode

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Elements of a landing page
1. Headline
2. Sub Heading
3. Call-to-action
4. Images
5. Video
6. Copy
7. Colors
8. Forms

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Landing page examples
(A/B Testing)

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Version B increased signups by 38%

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Version A was the page that got the 24%
increase in submissions, simply by removing
the image from the page.

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Version A increased conversions by 115%

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Version A increased conversions by 64%

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Version B increased sales by 34%

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Version B increased sales by 12.6%

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Version B produced a 89.8% lift in free account
sign ups

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Version B led to a 14.5% increase in
conversions.

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Version B increased trial downloads by 98%.

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Version A produced a 439% uplift in leads.