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Landing Page Optimization Basics

Landing page optimization is a methodology and set of best practices used to determine the best possible layout for a web page that will give you the highest click-through-rates (CTR), conversion rates, and page views. This is achieved by tracking the results of each variation and determining which content or visual components get the most visitors.

Landing Page Optimization Basics

Landing page optimization refers to the process of optimizing the content, layout, and interactivity of a website page to maximize return. There are a wide variety of techniques used to achieve this goal, along with a variety of systems and third-party services. Using landing page optimization software, it’s possible to experiment with content, design, and layout in order to determine the most successful landing page. As such, landing page optimization starts out with good design and ends with tracking and optimization strategies.

Design basics

Achieving the best results possible on a landing page starts with a good design and clear headlines that reflect the content. The headline should include a central key word or key phrase that will be repeated in the subsequent text for the purpose of making clear to the reader what the page is about, and also for the purpose of achieving the best search engine results.

The message should be clear and the benefits laid out in precise terms,  backed up with messages that convey strength, confidence, and reliability. Familiarity is of the utmost importance, and the message should carry with it an undertone of friendliness so that the visitor gets a sense of who is behind the company. The “About Us” page is critically important, and your company should avoid the urge to remain anonymous by including personal information and photos of the people in your organization. Finally, the text should conclude with a strong call to action that draws the visitor’s attention and compels them to click through to an offer or form through which they can contact you for more information.

Landing Page Optimization Technology

From a technological perspective, landing page optimization uses a variety of technologies to promote the tracking of website metrics and experimentation of content based upon those metrics. On the visitor side, use of cookies makes it possible to track user demographics to help promote a positive experience for returning users. For example, this technology makes it possible to greet returning visitors by name and present them with products that fit in with their particular demographic.

Landing page optimization uses software or services to analyze web traffic information, including logs, IP information, and the data collected from user cookies. This vast amount of data is parsed and turned into usable and readable graphs and charts, which clearly illustrates a wide variety of information and trends. For example, it can show which regions users come from, how long they stayed on each page, and what actions they may have taken. Drawing on this information, it is possible for you to determine what layouts and what types of content is the most effective.

In addition to the experimentation aspect, landing page optimization also involves changing the page based on visitor. This allows for example, for a website to deliver a different page for each visitor based on their preferences, or it may continuously change the content on the fly based on the visitor’s actions.


A large part of landing page optimization is “what-if” analysis. Through a variety of methodologies, it’s possible to test different versions of a web page at the same time to determine effectiveness. The simplest experimentation, A/B testing, simply presents two versions of a page and tracks the results. Multivariate optimization, which is more complex, presents multiple variations within the page for a greater degree of open-ended experimentation.