Landing Page Optimization: 57 guides, case studies, examples and experiments to help you increase conversion and sales
What is landing page optimization? Here is a simple landing page optimization definition: The science of testing your landing page to determine which tweaks and changes are optimal for high conversions.
Landing page optimization, often abbreviated as LPO, can have an outsize impact on overall marketing campaigns and programs because the goal of many ad campaigns, emails, newspaper ads and the like isn’t necessarily a direct purchase, but rather, a visit to a landing page.
So if a marketer is successful in using landing page optimization to increase conversion on the landing page, not only does that landing page perform better, but the entire marketing campaign and all the investments made to launch it — from the media buy to the agency creative — get a better return on investment.
By running marketing experiments using A/B testing (testing a new landing page against the original), companies can isolate factors that increase conversion and identify changes that should be made to the landing page to drive significant conversion gains.
“The idea of landing pages started way back in late 2003 when the IT departments of Microsoft looked for a way to remedy poor online sales of their core product — Office,” Elena Dobre said on the Omnicovert blog, in a post referenced by Wikipedia.
MECLABS Institute and its publishing brands, MarketingSherpa and MarketingExperiments, have produced a significant amount of content about landing page optimization dating back almost since that early use of landing pages (here’s one of our first articles on the topic from July 15, 2004 — Landing Pages: How optimizing our test site's landing page increased sales revenue by 31.5%).
MECLABS also created a landing page conversion course for marketers and other business professionals. The Landing Page Optimization online certification course is a meta-theory of landing page optimization that has been proven to work in thousands of experiments.
Below you’ll find a categorized listing of content, to help you with your landing page optimization efforts.
The Justification for LPO
30-Minute Marketer: 13 tactics for customizing your page to appeal to your target visitors — a resource from MarketingSherpa featuring bite-size tips for busy marketers
Landing Page Optimization Benchmark Report PDF — research and insights on maximizing the ROI of your website traffic
Conversion Rate Optimization: 9 tactics to ensure you are running valid tests — MarketingSherpa Quick Guide
MarketingSherpa Quick Guide to Website Optimization PDF — 7 tactics to use your value proposition to guide your strategy PDF
LPO: 3 keys to increasing conversion rates — webinar replay
Landing Page Optimization: Crowdsource my baby — discussing terminology for LPO objectives
Marketing Research Chart: Top behavioral metrics for landing page optimization
An Overview of How One Site Increased Leads By 155% — an experiment with a global social network for doctors
Optimizing Landing Pages: The four key tactics that drove a 189% lift — examples from an employee time clock software, custom headline feeds website, direct mail company and company profile website
Simple, Short Form Increases Leads 40% — experiment with accredited online university
Testing location-based pages increases conversion 88% — case study with a provider of serviced and virtual offices
How IBM Applied Homepage Redesign Learnings to Landing Page Testing — example from the world’s eighth-largest information technology company by revenue
Conversion Increased 37% By Reducing Copy — an experiment with a property disaster recovery business
How Businesses Achieve Breakthrough Conversion by Synchronizing Value Proposition and Page Design — examples with credit services, encyclopedia, debt consolidation and records search companies
Simple, value-infused page increases leads 8% in 24-hour test — an experiment with a business research company
3 Test Ideas from A WordPress Landing Page — an example of a wholesale lending company
262% Increase in Lead Rate — an experiment with a business VOIP provider
Value-Focused Revamp Leads to 188% Lead Gen Boost, Increase in Personal Interaction — an experiment with an Australian telecom company
5 Questions to Ask for A Quick Win — an experiment with a survey company
4 Test Ideas for A Free-Trial, Lead Gen Form Page — an example of a software company
3 Template Design Changes to Help You Serve Multiple Customer Types — examples from a foreign exchange trading education site, email marketing company, and online university
A/B Tests on Landing Pages, Email And Paid Search From Case Studies — experiments with a software company, B2B company providing media and travel security risk services, and a nonprofit
How A Navigation Test Increased Leads 34% — experiment with a tourism commission
Customer Service Can Be a Treasure Trove of Ideas For CRO — an example from a graduate certificate program
Landing Page Optimization: Councilview.com — an example from a video streaming product
What A 29% Drop in Conversion Can Teach You About Friction — example with a newspaper subscription form
Does Your Product Page Have Buyability? — an experiment with an Italian e-commerce website that sells cosmetics
Simple Color Change Increases Conversion 10% — an experiment with a large sports entertainment provider
What A 4% Drop in Conversion Can Reveal About Offering Discounts — an experiment with a newspaper
LPO: Which ninja turtle is your page? — examples from a technology retailer, department store, computer technology company, grooming products company and on-demand print company
Finding Ideal Price Points — experiments with an online reference book publisher and a leading psychiatrist and author selling a book
Testing Green Marketing Increases Conversion 46% — an experiment with a furniture company selling mattresses
Increasing Conversion by 150% and Lead Gen by 2,379% with an Effective Call-to-Action — an experiment with a reference book publisher
Creating Effective Incentives — The Science of the Art — experiments with a computer products retailer, subscription-based website, and one of the world’s largest online news services
3 quick recommendations from the stage at Optimization Summit 2012 — an example from a vacation home rental site
Simple Pop-Up Overlay Increases Conversion 63% — an experiment with an educational site for health and fitness professionals
Multi-Product Page Increases Revenue 70% — an experiment with an independent vitamin manufacturer and distributor
LPO: Radical redesign leads to 3,566% increase in conversion — a case study with an ecommerce site aimed at seniors
Improving Conversion 50-60% by Applying Continuity and Congruence — experiments with a nonprofit organization and a national sex offenders registry
Addressing Customer Anxiety — Donation and free trial examples
Landing Page Optimization
Flint McGlaughlin, Managing Director, MECLABS Institute, explains the levels of micro-yes(s) necessary for getting customer conversion.
MECLABS Institute's Landing Page Optimization Online Certification Course
Get the meta-theory of landing page optimization that has been proven to work in thousands of experiments.