www.humanity.com

Landing Page Optimization

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Agenda

- What is a landing page?

- Landing page optimization

- Why should you have a landing page?

- Know your goals

- Know your customers

- Elements of a landing page

- Landing page examples (A/B Testing)

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What is landing page?

In the purest sense, a landing page is any web

page that a visitor can arrive at or “land” on.

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Landing page optimization

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Landing page optimization

Some of the overall goals are:

● Decrease the time it takes visitors to finish tasks

● Reduce the number of mistakes visitors are likely to make

● Shorten visitors’ learning time

● Improve visitors’ satisfaction with your site

● The visitor doesn’t read text; they scan it.

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Landing page optimization

Common problems:

● A busy look

● Unclear Call-to-actions

● Too many choices

● Visual Distractions

● Too much text

● Asking for too much information

● Lack of trust and credibility

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Why should you have a landing

page?

The short answer is because they help

increase your conversion rates.

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Know your goals

- Capture sale

- Newsletter subscription

- Donation

- Sign up for events

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Know your customers

- Research mode

- Purchase mode

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Elements of a landing page

1. Headline

2. Sub Heading

3. Call-to-action

4. Images

5. Video

6. Copy

7. Colors

8. Forms

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Landing page examples

(A/B Testing)

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Version B increased signups by 38%

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Version A was the page that got the 24%

increase in submissions, simply by removing

the image from the page.

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Version A increased conversions by 115%

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Version A increased conversions by 64%

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Version B increased sales by 34%

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Version B increased sales by 12.6%

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Version B produced a 89.8% lift in free account

sign ups

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Version B led to a 14.5% increase in

conversions.

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Version B increased trial downloads by 98%.

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Version A produced a 439% uplift in leads.