This document discusses best practices for optimizing landing pages. It recommends ensuring the headline and all elements of the landing page are clearly focused on a single purpose and call to action. The document also suggests testing landing page elements like headlines, images and calls to action to improve conversion rates. Key recommendations include reducing unnecessary content, simplifying copy, positioning the call to action above the fold, adding credibility elements, offering free trials, and segmenting traffic for testing.

1. LANDING PAGE
OPTIMIZATION
Best Practices
Ray Killebrew

2. Why Should We Optimize Landing Pages
Landing pages appear after an online ad, email link, search
results, or specific promotional URL. It’s the first chance
you have to convince a motivated user to pursue the
purchase path.
Key Goals:
• Increase Conversion Rates
• Build Trust and Creditability
• Enhance the User and brand Experience
• Maximize ROI
• Improve Overall Site Usability

3. Steps to Optimize the Perfect Landing Page
Source:
www.landingpageoptimization.org

4. Top 5 Landing Page Mistakes
Source:
www.landingpageoptimization.org

5. Landing Page Elements
Source: SearchMOJO

6. Types of Testing
Source: SearchMOJO

7. 5 Things We Should DO NOW!

8. 1. Continuity and Clarity
• Ensure the primary headline of your landing page
matches the ad visitors clicked to get there.
• A landing page should have a single purpose and thus a
single focused message.
• Every element of your page should be aligned
conceptually with the topic and goal of the page.
• Remove unnecessary content.
• Simplify the copy using bullets.

9. 2. Call to Action
• Make your call to action (CTA) big and position it above
the fold.
• Use directional cues to direct attention to your CTA
(arrows or photos/videos of people looking or pointing at
your button).
• For enrollment forms where the CTA is below the fold (e.g.
due to a long form – full capture) – make the directional
cue point down the page to the button.

10. 3. Credibility
• Show your product/service being used in context or Video
• Page Security – Trustwave or Verisign logo
• Use real testimonials for authenticity.
• Show a phone number so people know you are real and
can interact with you on a personal level.
• Include partner co-branding to increase trust by
association.

11. 4. Conversion
• One click enrollment
• Provide a guarantee to reduce/remove risk.
• Provide a free trial. Try-before-you-buy is a standard and
expected feature.

12. 5. Test Baby, Test!
• Test new ideas using A/B or multivariate testing. Let your
customers decide which message works best for them.
• Segmentation
• Segment by user type: don’t send offers about men’s health
products to the ladies on your email list.
• Segment by traffic source. Send your email, social media, and
banner traffic to separate landing pages for better message match
and measurability (which channel performs best)

13. Eye Tracking Is Real!

14. Landing Page Template

15. Landing Page Template