Landing page optimization (LPO) is one 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 the website that 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. LPO aims to provide page content and appearance that makes the webpage more appealing to target audiences.
The messaging on the page reinforces the reason for their click, reducing or removing confusion and therefore increasing conversion rates. This improves overall user experience and reduces the bounce rate (individuals leaving the site without converting or navigating to another portion of the site) for the page. Good message matching can increase conversion by up to 50% in many cases.
Nauto, a data platform for self-driving cars, helps make autonomous driving safer for companies who manage fleets of self-driving vehicles. Naturally, its customers would need all kinds of information to sell them on this platform. Nauto has it, packaged into a super-simple ebook whose landing page gives you both a brief contact form and some preview statistics to prove why this resource is so important.
In online marketing, a landing page, sometimes known as a "lead capture page", "static page" or a "lander", or a "destination page", is a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link. Landing pages are used for lead generation. The actions that a visitor takes on a landing page is what determines an advertiser's conversion rate.
Closed-ended experimentation. Consumers are exposed to several variations of landing pages, altering elements like headlines, formatting and layout while their behavior is observed in an attempt to remove distractions that will take the lead away from the page, including the primary navigation. At the conclusion of the experiment, an optimal page is selected based on the outcome of the experiment.
Open-ended experimentation. This approach is similar to closed-ended experimentation except that more variations will be added for testing and experimentation will not stop when a winner is found. This method is used by large corporation to dynamically improve their conversion rates and improve user experience. Landing page can also be adjusted dynamically as the experiment results change to further enhance user experience.
The first helps direct attention to the goal of the page -- for you to fill out the form -- in a way that's unobtrusive and feels less like a chore. The second gives this page an SEO boost (search engines will have more content to crawl) and assuages any worry from folks who need to know more about a piece of content before handing over their information, all while not distracting people from the chat window.
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Qualified prospect: Qualification is the most critical and demanding stage of the sales funnel. In the qualification process, you verify that the prospect has a need for your product, that the prospect sees value in your offering, that there is sufficient budget for a deal, that you have access to the decision-maker, and that there is an agreed-upon timeline for the sales process. The qualification process can be complex and lengthy, and can be managed with a Sales Call Talk Track and stakeholder management chart.