Landing Page Optimization

is the process of strategically improving the design, content, functionality, and overall user experience of a landing page so that it becomes more effective at converting the visitors who arrive at it into taking a desired action. Usually, that action is something like signing up for a newsletter, making a purchase, or downloading an eBook. These landings are increasingly important because the actions are often the result of some kind of social media marketing campaign where user attention spans are short, and the path to conversion has to be both seamless and compelling. As such, the first thing a person needs to understand when looking at landing pages is that they must be tailored to fit the kind of audience that is coming to them and aligned with the very specific goals and kind of messaging that tempts the audience to curiosity and action. When people arrive at a well-optimized landing page, it should feel like a natural extension of the kind of experience they were having just previously on the social platform they were using before they clicked through. From that point forward, the experience has to be mobile responsive, because a lot of the people coming to landing pages these days are doing so from mobile devices. The path has to be fast, for the same reasons, and the page itself must have a clear and engaging call to action that compels the person to not only pause for a moment before moving on but also pull the trigger on whatever kind of desired action that was being socially mediated in the first place.