Designing an effective landing page
As the name implies, a landing page is the first page where a visitor will be directed to after clicking on your web ad or a CTA button in one of your email campaigns.
Landing page optimization is ensuring that your landing page is user-friendly and promotes conversion. This facet is a subset in improving conversion rates and involves testing methods—such as A/B testing—to help enhance user experience.
Landing page optimization involves:
Increasing your conversion rates
Testing design, format and content tailored to your target audience
Compiling arguments to win over customers
Identifying factors that influence conversion
Eliminating factors that prevent or delay conversion