Landing page optimization occurs when businesses improve aspects of their website or product page to better engage customers and increase conversions.
When researching or purchasing products, consumers want both engaging visual design and useful textual information. Landing page optimization is the process of enhancing both of these elements to improve the customer experience and drive them closer to conversion.
Landing page optimization involves three main steps: first, brands must identify low-performing areas of the page. This could include backend errors that slow down loading speed, visual design that isn’t engaging customers, or product or brand information that’s inconsistent with other channels.
Then, brands need to use data to understand what consumers want out of these areas and then improve them to boost their performance. In some cases, brands will use A/B testing or other forms of consumer research to determine which elements resonate best with customer segments.
Finally, brands need to monitor the performance of the new elements to see what’s working and address what’s not.