Chapter 6: Landing Page Optimization
Chapter 6 of 15
Chapter 6: Landing Page Optimization
6.1 CRO Techniques
Conversion rate optimization (CRO) techniques improve landing page performance. Apply comprehensive CRO techniques to maximize conversions from PPC traffic.
CRO Techniques:
- Headline Optimization: Compelling, benefit-focused headlines
- CTA Optimization: Clear, prominent call-to-action buttons
- Form Optimization: Minimize fields, improve UX
- Trust Elements: Testimonials, guarantees, security badges
- Social Proof: Reviews, ratings, user counts
- Urgency/Scarcity: Limited-time offers, low stock
Page Structure Optimization:
- Clear value proposition above fold
- Logical content flow
- Visual hierarchy
- Mobile optimization
- Fast loading speed
6.2 Page Testing
Systematic landing page testing identifies improvements and validates changes.
Testing Methods:
- A/B testing
- Multivariate testing
- Split URL testing
- Element testing
What to Test:
- Headlines
- CTAs
- Form fields
- Page layout
- Images
- Copy
6.3 Landing Page Best Practices
Follow best practices for effective landing pages.
- Match ad messaging
- Keep it simple
- Focus on conversion
- Optimize for mobile
- Test continuously
6.4 Advanced CRO
Explore advanced CRO techniques.
- Personalization
- Dynamic content
- Progressive disclosure
- Exit-intent popups
- Video optimization