Personalization Glossary

Landing Page Optimization


This is a vital step of the overall conversion optimization process. For the landing page optimization (LPO) portion, the goal is to turn visitors into paying customers. In most cases, a visitor arrives on a landing page after electing to click on an advertisement or a link that leads them to a relevant landing page. Visitors may also find themselves on a landing page after receiving an email containing a hyperlink or clicking on a variety of options within social media (Facebook, Twitter, LinkedIn, etc.) Online marketers track the source of the landing page entry to judge how well their campaigns are working.

An optimized landing page is one that appeals to visitors and helps convert them into paying customers. This is done by targeting visitors through one, two or three methods. Visitors may respond to “associative content targeting,” which capitalizes on visitors’ demographics and/or search criteria. Visitors may also respond to “predictive content targeting,” which takes into account the visitor’s known behaviors, such as browsing habits or previous purchases. Finally, visitors may respond to “consumer-driven targeting,” which takes advantage of visitors’ social behavior, such as “likes,” reviews, tagging, etc. on social media.

Marketers optimize their landing pages by conducting thorough user testing to ensure visitors are exposed to an ideal landing page experience. This can be done with A/B testing, where two variations are compared and the one with the best result is selected as the winner. This can also be done with multivariate landing page optimization, where different portions of the landing page (for example, a welcome graphic versus a welcome video) are tested and a winning combination is selected.

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