Landing Page Optimization
Part of a broader internet marketing process called conversion optimization, or Conversion Rate Optimization (CRO), with the goal of improving the percentage of visitors to a website who become sales leads and customers. A landing page is a webpage that is displayed when a potential customer clicks an advertisement or a search engine result link. This webpage typically displays content that is a relevant extension of the advertisement or link. Landing Page Optimization (LPO) aims to provide page content and appearance that makes the webpage more appealing to target audiences.1
Sometimes a very subtle change to a Call-to-Action (CTA) can result in a huge improvement in conversion, resulting in significantly higher sales for your website.
- Develop a hypothesis such as, A user is more likely to do what we ask of them if we say, “Please.”
- Each user is presented with a different variation of the CTA. In this example, one group of randomly-selected users is presented with Come Here, while another group of users is presented with Come Here, Now! And a third group of users is presented with Come Here, Please.
- Data is collected until we are confident that one of these choices is the winner, based on a significant lift in conversion. On a website we would typically look for an increased percentage of users who add an item to the shopping cart, or who complete a purchase.
- We make permanent changes to our design and/or advertising campaigns to reflect the winning combination.
- Repeat steps 1-4
LPO Benefits – Increased Conversion & Sales
- The same amount of traffic generates more sales
- Decreased Customer Confusion – People find what they are looking for with less work
- Improved Customer Satisfaction – People are happy with the overall shopping experience
LPO Case Study: FineTuxedos.com
Prior to this LPO experiment, the homepage of FineTuxedos.com had two banners, one above the other with a different CTA.
CTA #1 (small banner): Complete Tuxedo Packages Starting at just $135.95
CTA #2 (large banner): Real Men Don’t Rent, Winter Sale, up to 50% Off
Displaying two banners with two calls-to-action on the homepage confuses the user and he or she will be less likely to add items to the shopping cart and make a purchase. Reducing this to one CTA will eliminate confusion and improve conversion. In addition, CTA #1 is a stronger CTA than CTA #2 and would improve conversion even further. 2
- Combination #1 – CTA #1
- Combination #2 – CTA #2
- Combination #3 – No CTA
Our hypothesis proved correct: Removing one banner, and displaying only CTA#1 resulted in 39% more users adding items to their shopping carts after visiting the homepage of FineTuxedos.com.