The document discusses optimizing landing pages. It defines a landing page as any page a visitor can arrive at or "land" on. The goals of optimization are to decrease task time, reduce mistakes, shorten learning time and improve satisfaction. Common problems include busy designs, unclear calls-to-action, too many choices, distractions, and too much text. Landing pages should have a headline, subheading, call-to-action, images, video, copy and forms. Examples show testing different page versions, with changes like removing images, increasing conversions by over 100%.

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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.