A guide to Landing Page Optimisation (LPO)

After clicking on a search engine result or online advertisement link, you will reach what is called a landing page. In online marketing, this is sometimes known as a lead capture page or a lander and is of great significance when it comes to improving a company’s website potential.

Landing Page Optimisation (LPO) is the process of directing traffic to a place on your website which relates best to the individual’s search, ultimately improving the percentage of visitors that go on to become qualified leads or customers.

Although implementing this online marketing technique can be difficult and sometimes quite complicated, it can be hugely beneficial to any business looking to become more relevant to potential customers.

Any company that wants to employ LPO must have in-depth knowledge of its target audience, understand the finer details of its website layout and recognise all statistical data that is required.

Types of Landing Page Optimisation

Associative content targeting, also known as rule-based optimisation or passive targeting, modifies page content based on information obtained from the visitor’s search criteria, geographic location and other known generic parameters.

Predictive content targeting, also called active targeting, will adjust page content by collecting known information about the user, such as browsing behaviour, prior purchasing patterns and personal demographic information to anticipate future desired actions based on predictive analysis.

The final type of LPO is consumer directed targeting or social targeting, which creates page content using relevant information available publicly through a mechanism based on referrals, ratings, tagging and reviews.

Landing Page Optimisation can also be experimental, exposing visitors to several variations of landing pages while their behaviour is observed. The most successful page is then selected.

Testing and reordering landing pages

Once you have developed a landing page that has been optimised for a specific visitor, there will be many things to consider when it comes to testing. It is common to come across a few problems such as a wrong section of text or the position of a button, but these issues are usually easy to adjust.

You may also need to reorder landing pages, which can be a more complicated process. However, having a clear idea of what you want the visitor to see and interact with will result in the best performing page.

Here at Mintcandy we think that the most important thing to remember, much like Search Engine Optimisation (SEO), is that the user’s experience takes priority. You may have created the most effective and relevant landing page possible, but if the visitor struggles to interact with content presented to them, there is a chance they will leave.

Benefits of Landing Page Optimisation

By creating tailor-made landing pages relating to a specific target audience or demographic, your website will attract a great scope of users that are more than satisfied with the content they find.

In the end, landing pages should maintain search term or keyword relevance, be quick to load and interact with, and focus on the subject matter. Language and tone to match your target audience is also advisable, while prepopulating lead generation forms using search query and IP address info is incredibly beneficial.

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