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  • The Landing Page Optimization Process [Infographic]

    An infographic about landing page optimization (LPO) is the focus of this post, walking through the LPO process and then applying a test hypothesis to an example case study.

    The landing page optimization process

    The Landing Page Optimization Process

    Landing page optimization is all about making your pages perform better by hypothesizing how the context of use could be improved with regard to how your visitors are experiencing your landing page – a landing page being a standalone page with a single goal and a single call-to-action (CTA).

    The process can be broken down into a number of steps:

    1. Decide which page element you wish to test.
    2. Place yourself in your visitors shoes and create a hypothesis that would be more persuasive in driving them to your CTA.
    3. Create different versions (variants) of your test element.
    4. Run an A/B/n test that pits each new variant against the original.
    5. Celebrate or cry when you see the results.
    6. Add, rinse, repeat. Optimization is a continuous process.

    The Case Study

    To demonstrate how LPO works, consider the example presented in the infographic which focuses on testing the CTA of a tuxedo store. Note, this isn’t a true landing page (it’s a homepage) but it is still adequate to demonstrate the principles of LPO.

    The Hypothesis
    Displaying two banners with two CTAs 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 stronger than CTA #2 and would improve conversion even further.

    As you can see, the process was followed like so:

    1. The page element to test was chosen (the banner CTA)
    2. A hypothesis was written to explain the reasoning behind the test
    3. The test was split between showing CTA #1, CTA #2 and no CTA at all
    4. An A/B/C test was run to find out which variant worked best

    The end result being that variant #1 increased conversions by 39%, proving that even a small tweak can make a significant difference. Imagine if you ran an ecommmerce store and with an optimization effort resulted in a conversion lift of 39% without driving more traffic! More sales on an ongoing basis.

    The lesson here? Always be testing (ABT). And make sure you follow the process outlined above – pay particular attention to the hypothesis which is used to document and validate your tests.


    Enjoy the infographic, and don’t forget to tweet about the LPO tips at the end of the post.

    landing page optimization infographic
    (Infographic source by Consorte Marketing )

    Tweetable Tips

    You can change what gets tweeted before it goes out, so don’t be afraid to click.

    • Sometimes a very subtle change to a Call-to-Action can result in a huge improvement in conversion
    • » Tweet This «

    • LPO: The same amount of Traffic Generates More Revenue
    • » Tweet This «

    • LPO aims to provide page content & appearance that makes pages more appealing to target audiences
    • » Tweet This «

    — Oli Gardner


    About Oli Gardner
    Unbounce co-founder Oli Gardner has seen more landing pages than anyone on the planet. He’s obsessed with identifying and reversing bad marketing practices, and his disdain for marketers who send campaign traffic to their homepage is legendary, resulting in landing page rants that can peel paint off an unpainted wall. A prolific international speaker, Oli can be found at marketing conferences worldwide – travelling with his fiancée and fellow marketer Nicole Mintiens – on his mission to rid the world of marketing mediocrity by using data-informed copywriting, Conversion-Centered Design, interaction, and psychology to create a more delightful experience for marketers and customers alike. You should follow Oli on Twitter
    » More blog posts by Oli Gardner