The Basics of Landing Page Optimization.

In online marketing, there are ways to capture leads or potential customers as they browse and click on advertisements posted in different websites. Landing page optimization is one of the broader tools of internet marketing called conversion optimization where the goal is to improve the traffic or percentage of visitors to the website that may eventually become potential customers.

A landing page is also known as a lead capture page which appears every time a customer clicks on a certain advertisement. Basically, there are two types of landing pages: reference and transactional. The reference landing page presents data that is relevant to the website’s visitor. These can be in the form of text, graphics or images and compilation of several other links. The reference landing page is effective if they meet the objective of the organization.

Effectiveness can be measured by the revenue value of advertisement displayed on them. A transactional landing page on the other hand has the intentions of persuading a visitor to complete a desired action like filling out form or interacting with advertisements and other elements on the landing page.

Its goal is primarily to close a sale of a product or service. If a visitor completes a desired transaction on a transactional landing page, it is called a conversion.

Landing page optimization can be categorized into three major types based on targeting — associative content targeting, predictive content targeting and consumer directed targeting. Associative content targeting has page contents modified by using a visitors search criteria like geographical information of source traffic which can be used for non-research based customer segmentation.

Predictive content targeting on the other hand has contents adjusted by correlating information about the visitor like browsing patterns and prior purchase behavior. Lastly, consumer directed targeting uses relevant public information through reviews, ratings and referrals.

Landing page optimization or LPO, in whatever type or category, aims to provide web pages or web content and appearance that make the site more attractive or appealing to target audiences. In creating successful landing pages, there are several tactics that can help you recover your investments much sooner than you think. First, just keep you're landing page simple. In these days where people are always in a hurry, you will need to keep you're landing page focused, direct and very simple.

You will not want your potential customers to stare and read over long tracts of information so help them digest what you are offering quickly and easily. You may just use short descriptions instead of long paragraphs and crisp propositions that will persuade them to think of what action they should take. Make sure that you put words on top of the page to assure them that they have landed on the right spot.

Have links posted on top, bottom and in between you're landing page so your customer can conveniently take action whenever they are ready. Track your links and custom tag each of them so you know which one is mostly used by your visitors.