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Landing Page Optimization

Landing page optimization is the practice of continuously improving elements on a landing page to improve conversions. This can include anything from the landing page headline and CTAs to how the page copy and how the page is structured. Read about landing page optimization best practices and see examples from top companies around the web.

3 Landing Page Best Practices Debunked

3 Landing Page Best Practices Debunked

You’ve heard it all before when it comes to creating high-performing landing pages: “Write engaging copy!” “Get your value proposition right!” and the list goes on.

All of these “best practices” can become obvious, and you see everyone writing about them. So have you ever asked yourself, What if these best practices aren’t true? What if they’re actually hurting my landing page conversion rates?

I have — and here are three landing page best practices I want to debunk.

36 E-commerce Homepage Design Best Practices from the Experts

36 E-commerce Homepage Design Best Practices from the Experts

The homepage is often the highest traffic page on an ecommerce site. This single page is responsible for building trust, driving sales, and creating lifelong customers.

Creating an effective homepage can be a difficult task. If you have hundreds or thousands of products in dozens of categories, it can be difficult to put together a homepage that effectively showcases your products without being too overwhelming.

To help provide advice on the latest ecommerce homepage design best practices, we reached out to over a dozen experts in the ecommerce space who shared their best tips on how to create an effective homepage.

3 Ingredients for High Converting Landing Pages

3 Ingredients for High Converting Landing Pages

One of the most high-impact ways to boost top-of-the-funnel conversions is through A/B testing and therefore optimizing your landing pages. Landing page optimization is a method of improving your landing page design to increase engagement, generate more leads, and produce more desired actions. Landing pages are lucrative places to focus your optimization efforts because they are the hub of lead generation efforts for your business, and quite often, they’re templatized. Uncovering a win on one landing page could lead to exponential wins on similar landing pages as well.

Here are some key ingredients to help you build a well-optimized, high converting landing page.

How Smarter Travel Doubled Revenue by Optimizing a Booking Funnel Landing Page

How Smarter Travel Doubled Revenue by Optimizing a Booking Funnel Landing Page

One of the most important components of a successful optimization program is velocity – the ability to build a test, run it, collect data, and put that data into action quickly. Velocity helps optimization programs gain traction and garner executive support. The faster you get up and running, and the faster you can build and execute tests, the faster you can start proving value with results. BONUS: It can also make a whole lotta cash money. Take Smarter Travel’s story, for instance.

The Impact of Symmetry in Online Marketing

The Impact of Symmetry in Online Marketing

You may have heard that keeping your ad consistent with your landing page is good. But is that a myth? And if it isn’t, how can you quantify the impact of this symmetry? In early 2013, we performed an experiment on our Pay Per Click landing page aimed at answering these questions.

Our goal was more to answer an interesting question than to find a conversion lift, but we were pleasantly surprised to discover that making our landing page mirror our ads led to a tremendous lift in conversions.

Why You’re Crazy to Spend on SEM but Not A/B Testing

Why You’re Crazy to Spend on SEM but Not A/B Testing

If you’re spending money to bring people to your site, you should be doing everything in your power to maximize the chance that those people do what you want in return.

A/B testing the landing pages you send paid traffic to is the thing most within your power—the easiest to implement with the highest value—that will increase your return out of your investment in SEM.