Landing pages are key areas of your site, especially if you are running paid campaigns. These are the first pages that your potential customers see when they land on your website, so optimising their conversion rate is very important.
These pages are not standalone and are part of a longer user journey which starts from the search query, then continues through the ad and the landing page and finally ends with the in-page form or call to action.
It is therefore necessary to take into account and analyse the whole process in order to have substantial improvements on the conversion rate.
By understanding what disconnects or friction users may encounter before and while using the page , we can make the necessary copy and design changes to allow for a smoother sailing journey and a higher conversion rate.
If your landing page gets a reasonable amount of traffic, AB testing could be very useful.
My landing page optimisation services go through several stages: The initial analysis, understanding the current performance of the page and the main challenges that visitors are experiencing, to lastly focussing on fixing the friction points by setting up a series of AB tests to discover the best solution.