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How to Boost Conversion Rates with Landing Page Optimization [2023]

Updated: Nov 7, 2023





Table of Contents

  1. Introduction to Landing Page Optimization

  2. 5 Effective Ways to Boost Landing Page Conversion Rate

    1. Conduct In-Depth User Research

      1. Using GA4 as a Free Tool

      2. Examples of Companies that Use & Don't Use In-Depth Research

    2. Streamline Forms

      1. 7 Types of Streamlined Forms

      2. Examples of Companies that Use & Don't Use Streamlined Forms

    3. Boost Page Speed

      1. 16 Tips to Help Boost Page Speed

      2. Examples of Companies that Use & Don't Use Page Speed Insights

      3. 9 Free Tools to Measure Your Website's Page Speed

    4. Refine Page Layout and Content

      1. 22 Tips for Refining Page Layout and Content

      2. Examples of Companies that Use & Don't Use Refined Page Layout & Content

    5. Personalize With Dynamic Content

      1. 15 Ways to Implement Dynamic Content

      2. Examples of Companies that Use & Don't Use Personalized Dynamic Content

  3. Key Takeaways & Conclusion


With online competition growing fiercer each year, boosting conversion rates is a crucial way to get ahead. And optimizing landing pages presents one of the biggest opportunities for improvement. According to statistics, only 2-3% of website visitors will convert on the first visit. However, an optimized landing page can raise conversions by over 400%. The benefits are clear.


As we move into 2023, here are some of the most effective ways to optimize landing pages for higher conversions:



5 effective ways to boost landing page conversion rate infographic


1. Conduct In-Depth User Research


in depth research

The first step is understanding user behavior on your landing pages. Tools like heatmaps, scroll-tracking and click tracking provide insight into how visitors are actually interacting with your pages. Look for friction points and pain points in the user journey. This could include unclear navigation, clutter above the fold, unappealing page length or confusing form fields. Addressing these issues based on hard data will immediately increase conversions. A/B testing different versions is ideal. You can pay a monthly subscription to software tools like Lucky Orange or Hotjar. Alternatively, you can use Google Analytics 4 [GA4] for free which is a great starting point.


Using GA4 to Uncover User Behavior

Google Analytics 4 (GA4) provides powerful tools to understand user behavior on landing pages. The Enhanced Measurement feature enables heatmaps, scroll tracking and more. For example, we can use GA4 on our homepage to see how visitors interact. The heatmaps show elements users click on most. We may find lots of clicks on our hero banner, but barely any on the embedded newsletter signup form.


The scroll-depth report also shows most visitors don't scroll down far enough to even see the form before exiting. This reveals that while our banner grabs attention, the page layout is not optimizing for conversions. Visitors are not seeing our desired call-to-action. Now we can experiment with moving the form higher up the page or rearranging page elements to increase visibility.


The click tracker shows visitors trying to navigate back up the page but not easily finding the navigation menu. This tells us the navigation needs better placement or visual contrast. Leveraging GA4 analytics provides the data needed to understand visitor behaviors. We can then iterate landing pages to directly address friction points and improve conversion rates.


Here is a step-by-step guide on one way to use Google Analytics 4 (GA4) to uncover user behavior:


Step 1. Set up GA4 tracking on your website. Add the tracking code to every page you want to analyze. Not specific enough? Book a free call to see if we can help you install GA4 on your website.


Step 2. Allow some time (usually 24-48 hours) for data to begin populating in GA4. Then access your GA4 account and navigate to the desired property.


Step 3. Under the Explore section, look at the Realtime reports. These show you user activity happening on your site right now. Look at metrics like where users are located, what pages they are viewing, etc.


Step 4. For more historical data, go to the Audience section. Look at metrics like total users, new vs returning users, demographics, interests, and more.


Step 5. View the Acquisition reports to see referral sources, organic search keywords, and other channels driving traffic to your site.


Step 6. Check out the Behavior reports to see what pages users visited, buttons and links clicked, on-page journey, scroll depth, and other interactions.


Step 7. Set up custom dashboards tailored to your analysis needs. Add widgets tracking key metrics like top landing pages, conversion funnel, geo performance, etc.


Step 8. Implement event tracking for button clicks, pdf downloads, video plays, and other custom actions you want to measure.


Step 9. Use segments and filters to dig deeper into subsets of users. Compare new vs returning visitors or traffic source performance.


Step 10. Connect GA4 to other systems like Google Optimize to perform A/B tests and further optimize based on user behaviors uncovered in your analysis.


Following these steps will provide comprehensive insights into who your users are and how they interact with your site. Use these insights to guide your optimization efforts. Were we not specific enough? Book a free call to see if we can help you with your GA4 setup.


Example Using In-Depth Research: HubSpot

HubSpot is meticulous about understanding visitor behavior on their landing pages. They use tools like CrazyEgg to add heatmaps and scroll tracking. This revealed that visitors weren't scrolling down enough to reach the CTA. By making the form higher on the page, they increased conversions by 252% and kept key CTA's above the fold. They also use A/B testing to continuously refine pages based on hard data. This commitment to research is why their pages convert so well.


hubspot website analysis


Example Not Using In-Depth Research: Local County Government Website

The website for my local county government exhibits many issues indicating a lack of thorough user research and testing. The homepage and inner pages have highly cluttered layouts with competing elements like photos, text boxes, and menus. Much of the main content is in tiny, low-contrast text that is difficult to read.


government website analysis

The navigation does not reflect user goals and requires many clicks to find information. Key info is trapped in PDFs not optimized for web viewing. There is no clear path linking related content pages. Generic stock images are used that do not connect to the content.


It appears they have not done user testing to uncover pain points or used tools like heatmaps to understand visitor behavior. Without committing to deeper user research and experimentation, they seem to just be guessing at webpage design.


Targeted user studies and A/B testing could likely dramatically improve usability and conversion rates. But for now, the site exhibits many issues that likely frustrate visitors trying to complete tasks or find information. Like the coffee shop example, even minimal research would help them optimize based on real user data rather than assumptions.


2. Streamline Forms


streamlined forms


Long, complex landing page forms are proven to hurt conversions. Reduce the number of fields to only essential info. Too many options can cause decision fatigue. Stick to name, email and perhaps phone number or company name only. Using microcopy can also guide users. For example, “We just need your email to send the guide” provides clarity. Make forms short, sweet and frictionless. Multi-step forms may be an option for complex services requiring detailed user data.


7 Types of streamlined, optimized forms:


1. Registration form

- Only ask for first name, last name, email, and password.

- Don't require address or other info just to register.

- Use password masks, strength indicators, and confirmation to ensure good passwords.

- Default country based on IP address rather than making user choose from a dropdown.


2. Checkout form

- Autofill first name, last name, and address for logged in purchasers. Just require payment details.

- Use dropdowns for state and country selection to avoid typing.

- Only require certain billing fields conditionally based on payment type. Remove unused fields.


3. Contact form

- Use radio buttons for Subject line selection like "Sales Question" "Tech Support" etc. rather than a subject field.

- Name, email, phone optional - focus on getting the message itself.

- Use single-column mobile-optimized layout.


4. Application form

- Use a step-by-step conditional logic flow to show only relevant fields based on previous selections.

- Tooltip help icons next to fields to explain without cluttering layout.

- Clear navigation and progress bar at top showing steps completed.

- Save and resume functionality to let users complete over time.


5. Sign up form

- Icon buttons for Google/Facebook signup to minimize other fields needed.

- Offer both email+password and social signup options clearly.

- Only ask for first name in addition to email to reduce friction.


6. Event registration

- Conditional discount codes shown based on selections to incentivize signups.

- Use picker elements for date and time selection rather than free text.

- Only include essential info like name, email, and dietary restrictions.


7. Email subscription

- Simply ask for Email address and first name only.

- Checkbox to agree to receive other offerings checked by default but allow unchecking.

- Use directive button copy like "Subscribe Now" instead of vague "Submit".

- Confirmation message upon submission thanking them and highlighting benefits.

- Double opt-in requiring confirmation of signup via email verification.


The key principles are to only ask for essential info, use smart UX and layout, minimize unnecessary fields, and pre-populate if possible. This reduces friction and improves conversion rates.


3 examples of companies using streamlined forms versus those that aren't:


Example A - Streamlined Form: Slack's registration form only asks for full name, email, and password. It uses clear field labels, password masking and strength indication, and a clean mobile-friendly design.



slack landing page


Example A - Not Streamlined Example: Eventbrite's event registration form requires tons of unnecessary fields like address, gender, birthday, etc. just to register for a free event. The crowded layout has tiny text and unclear labels.


event brite landing page


Example B - Streamlined Example: Square's checkout form autofills saved customer details like address and billing info, minimizing the fields needed. It pulls data from past transactions for seamless one-click purchases.


Example B - Not Streamlined Example: Lowe's checkout form does not save customer checkout details. Users have to manually enter address and payment info every time, even when logged in. This creates friction.


Example C - Streamlined Example: Mailchimp's email signup has a simple text field for email and optional name. It is mobile optimized with clear messaging about what the signup entails.



mailchimp landing page

Example C - Not Streamlined Example: Constant Contact's email signup asks for name, company, address, phone number and more just to subscribe, creating friction. The crowded form has unclear value messaging.



constant contact landing page


In summary, streamlined forms focus on essential fields only, smart auto-fill, clean and minimal design, and clear value communication. Non-streamlined forms include unnecessary fields, no personalization, and cluttered layouts.


3. Boost Page Speed


According to Google, 53% of mobile site visitors will leave a page that takes over 3 seconds to load. Improving landing page speed is mandatory to provide a smooth user experience. Optimize images, enable compression, minimize plugins and simplify code. Mobile optimization is also key - ensure pages are responsive or have a dedicated mobile landing page. Tools like PageSpeed Insights help track your current speed and identify issues. Faster load times keep visitors engaged and driving towards conversions.


We give you great tips to help you improve page speed in this article. However, we also recommend you checkout our Definitive Guide to Improving Site Speed for Higher SEO if you want more in-depth solutions.


mobile website speed

16 tips to help boost page speed:


1. Optimize images - Compress image file sizes, resize images to proper dimensions, and use formats like WebP that load faster. Use a tool like TinyPNG to compress image sizes without sacrificing quality. Can visually reduce an image by 60-80% in size.


2. Minify CSS/JS - Minifying CSS and JS files by removing unnecessary characters can reduce file size and speed up load times. Use a minifier like CSSNano or UglifyJS. For example, CSSNano reduced a file from 488KB to 159KB, trimming 67.4% off.


3. Enable caching - Set proper cache headers so resources are stored locally on the user's browser and don't need to be re-downloaded each visit. Set far future expires headers. A header like "Expires: Thu, 31 Dec 2099 23:59:59 GMT" allows 1 year caching.


4. Reduce redirects - Avoid chaining multiple redirects as each redirect slows down loading. Consolidated redirects from homepage to product page from 3 to 1. Page load dropped from 1.51s to 1.32s.


5. Optimize web fonts - Limit the number and size of custom web fonts which require extra time to load.


6. Async load non-critical JS - Load JavaScript files asynchronously so they don't block other resources from loading. Load scripts like <script defer src="main.js"> to prevent blocking the HTML parsing & DOM construction.


7. Prioritize critical CSS - Inline the CSS necessary for above-the-fold content directly in the <head> so it loads immediately. Delay non-critical CSS. Tool like Penthouse can extract & inline critical CSS, taking a page from 120KB CSS to 30KB inline.


8. Lazy load below the fold images - Only load images in the user's current viewport, lazy loading the rest on scroll. Libraries like LazySizes lazy load images out of viewport. Reduced page weight from 2.29MB to 1.64MB by loading visible imgs only.


9. Enable compression - Compress resources with gzip/brotli to reduce file sizes over the network.


10. Reduce server response time - Upgrade hosting plan or use a CDN to reduce latency and speed up server response time.


11. Avoid heavy plugins - Audit plugins and remove any unnecessary heavy plugins that bog down performance. Just because a Shopify or Wix app looks cool, be careful as the scripts it installs could slow down your website significantly and the code will stay there - even when you delete the app.


12. Limit third party scripts - Reduce the number of unoptimized third party scripts that can slow things down.


13. Reduce DOM depth - Flatten nested HTML structures and avoid over-qualifying selectors in CSS for faster parsing.


14. Remove unused CSS/JS - Audit and remove any CSS/JS that isn't being utilized to minimize bytes downloaded.


15. Perform code minification - Minify HTML/CSS/JS code by removing unnecessary characters, spacing and attributes to reduce file size.


16. Preconnect to third party origins - Use <link rel="preconnect"> for external scripts to initiate connections early.


Bonus Tip:


Split critical CSS across pages - Rather than inlining all critical CSS into every page, analyze usage and split it into smaller files that only get loaded on certain pages. For example, you could have:


- common.css (loaded on all pages)

- home.css

- contact.css

- product.css

css code

This avoids loading one large critical CSS file on pages that don't need all the styles. You can use tools like Penthouse or critical to extract just the critical CSS used on each page type. This splits the content-specific styles into smaller files. The advantage is smaller critical CSS per page, avoiding loading unnecessary styles. The tradeoff is more HTTP requests, so this works best for sites with a large critical CSS file that can be better optimized when split. It requires more planning and analysis, but can be a good advanced technique for sites with diverse and complex page types.


Focusing on these key optimizations for images, caching, compression, script loading, and more can help significantly boost page speed for a faster site.


Here are some example comparisons of companies with good and bad page speed optimization:


Well Optimized:


Amazon - Homepage loads in under 2 seconds. Effective caching, image optimization, and minification used.


amazon pagespeed insight
Source: PageSpeed Insights by Google

Wikipedia - Typically loads in under 1 second. Streamlined code and effective use of browser caching for fast repeat visits.


wikipedia pagespeed insight
Source: PageSpeed Insights by Google

YouTube - Video pages load quickly under 3 seconds. Asynchronous JS loading prioritizes visible content.


AliExpress - Loads most important content in under 2 seconds by deferred loading non-critical JS/CSS.


Poorly Optimized:


IKEA - Homepage can take over 8 seconds to load fully. Images are unoptimized and heavy JS/CSS used.


Overstock - Loads in 6+ seconds on repeat visits due to ineffective caching. Images are not compressed.

overstock pagespeed insight
Source: PageSpeed Insights by Google.

Houzz - Unoptimized images and JS result in 11+ second load time. Lacks image lazy loading.


houzz pagespeed insight
Source: PageSpeed Insights by Google

Slader - No minification used and images are not optimized, leading to 8+ second load time.


The well optimized sites focus on critical rendering path, image compression, caching, and code minification. The poorly optimized ones lack these best practices - leading to slow, bulky page loads. Proper page speed optimization techniques can help any site load much faster.


9 Free Tools to Test the Speed of Your Website:


Here are some good free tools for testing website speed:


1. Google PageSpeed Insights - Provides lab data on your page's loading experience and suggestions to improve performance.


2. WebPageTest - Generates detailed optimization reports and metrics on your site's speed. Lets you test from different locations.


3. Pingdom Website Speed Test - Easy to use speed check that grades your site's performance and provides page load timings.


4. GTmetrix - Analyzes pages and resources and grades based on performance best practices.


5. WebPagetest - Open source tool that allows testing site performance from multiple user locations.


6. Sitespeed.io - Open source tool that can monitor and test performance from multiple devices/connections.


7. Chrome DevTools - Network panel in developer tools lets you profile resource loading and page timings.


8. Lighthouse - Audit tool built into Chrome DevTools that checks for PWA, SEO, accessibility, and performance issues.


9. Yellow Lab Tools - Provides page speed, compression, caching, and other website performance metrics.


These cover a range of free options from quick checks to more advanced performance analysis. They can help identify optimization opportunities to speed up any website.


4. Refine Page Layout & Content


woman going over page layout

An optimized landing page guides visitors towards one desired action through strategic layout and messaging. Use minimalist designs that spotlight your unique value proposition and call-to-action. Remove unnecessary elements that could distract users. Craft compelling copy and headlines focused on user pain points and desires. Outline how your offering solves these needs. The layout should visually direct visitors down the page towards conversion goals. This could involve using contrast, negative space and visual hierarchies.


22 tips for refining page layout and content:


1. Use plenty of white space and avoid crowded layouts. Wonder why Apple can charge so much more for their products compared to similar tech? Their branding (more on this later).

Example: Apple.com homepage has ample breathing room between sections.


2. Establish a clear visual hierarchy through typography, color, size, imagery. We recommend this article from Google if you want to know how type influences readability.

Example: Bold navigation bar contrasts with body text on Wikipedia.


3. Break up long form content into bite-sized chunks using headers, short paragraphs, lists, dividers.

Example: Amazon product pages use multiple headings, bullets, tabs.


4. Align page elements thoughtfully using grids, columns, and flexbox. Bootstrap columns organize content blocks evenly.

Example: Bootstrap columns organize content blocks evenly.


5. Use consistent styling, fonts, and color schemes across all site pages. Microsoft Office apps share unified styling cues.

Example: Microsoft Office apps share unified styling cues.


6. Make key actions and CTAs prominent using contrasting colors and bold typography.

Example: Green download button pops on Evernote homepage.


7. Feature important imagery large and upfront using full-width hero images.

Example: Striking hero image grabs attention on Squarespace templates.


8. Use white space and borders strategically around key elements and sections.

Example: Padding separates items in Material Design layouts.


9. Limit the number of links and navigation options, especially on home page.

Example: Github homepage navigation is clean and minimal.


10. Chunk related content into visually appealing cards with descriptive headers.

Example: Pinterest displaysimedia-rich cards for scanning.


11. Eliminate unnecessary widgets, animations, popups that distract from core content.

Example: Google homepage is singularly focused on search field.


12. Use accordions and tabs to hide non-essential content.

Example: FAQ pages use accordions to collapse long answers.


13. Place important products/services prominently at top of pages.

Example: Product photos on Uniqlo page grab attention immediately.


14. Write scannable content with descriptive subheads, lists, and bolded text.

Example: Blog posts use formatting for skimmable reading.


15. Structure content based on the inverted pyramid model.

Example: News articles open with most important info first.


16. Use breadcrumbs and clear IA to make navigation easy.

Example: Breadcrumbs on ecommerce sites reveal page hierarchy.


17. Test across devices to ensure mobile friendliness.

Example: Viewing on mobile reveals responsive issues to address.


18. Use visual weight to create contrast between elements.

Example: Bold nav text has more visual prominence than body copy.


19. Thoughtfully align sections using grid and flexbox.

Example: CSS frameworks like Bootstrap provide handy alignment.


20. Add padding and margins to images, cards and sections.

Example: Space between items prevents a cluttered look.


21. Break up text using line breaks, lists, dividers, subheaders.

Example: Lists and subheads make long articles more scannable.


22. Limit home page links to core, important pages only.

Example: A minimalist nav menu prevents cognitive overload


3 comparisons of companies with good page layout and content vs. ones that needs improvement:


Good Example #1:


Apple

- Uses plenty of white space around sections

- Clear visual hierarchy - large product photos, bold headings

- Content chunked into concise sections

- Simple navigation - limited top level links

- Prominent CTAs like "Buy Now" stand out

- Hero images showcase new products

- Minimalist design with focus on content


apple home page

Poor Example #1:


Craigslist

- Looks very dated, plain HTML style

- No visual contrast - all text is the same size

- Dense blocks of text without formatting

- Navigation and ads cluttered together

- Page elements not aligned or properly spaced

- Images are small and underemphasized

- No use of modern layout methods like flexbox

- Mobile experience is poor


craigslist home page

Apple cares deeply about layout and aesthetics to showcase their products beautifully. Craigslist prioritizes function over form with a very minimalist, non-strategic page design


Good Example #2:


Etsy

- Clean layout with ample white space

- Short 1-2 line descriptions under products

- Great visual hierarchy through fonts and color

- Easy to scan sections and categories

- Prominent search bar and account menu

- Consistent branding and styling across site

- Content grouped into aligned columns

- Images and products attractively displayed


etsy home page

Poor Example #2:


OLX

- No visual hierarchy, all text looks equal

- Long paragraphs of text not broken up

- Important links buried in cluttered menus

- Poor use of white space throughout

- Images are various sizes and not aligned

- Navigation is wordy and disorganized

- Pages feel very crowded and busy overall



olx home page


OLX has a very dated, cluttered design with no real structure to the layout or content. Pages feel chaotic overall. Etsy does a great job aligning content sections, using white space, and keeping product descriptions succinct and scannable. The Etsy homepage feels much more modern, organized and inviting compared to OLX.


Good Example #3:


Medium

- Excellent use of whitespace and alignment

- Articles broken into short paragraphs

- Effective fonts and text styling to create hierarchy

- Prominent placement of author name/photo

- Consistent, minimalist site-wide design

- Clean navigation highlighting core content

- Images place thoughtfully to enhance content

- Reads very easily with visual appeal


Poor Example #3:


Yahoo

- Text-heavy pages with no visual appeal

- Blocks of unformatted text used for articles

- Navigation menus feel overwhelming

- Too many tabs, links, options on each page

- Important content buried deep in hierarchy

- Messy page alignment and poor use of space

- Too many competing ads and modules


Yahoo's pages feel very cluttered and lack visual appeal compared to Medium's clean, minimalist approach to presenting content and navigation options. Medium does a much better job using design techniques to enhance readability.


This should give any small to medium businesses hope as it shows smaller companies can beat larger ones on some page layout designs and metrics. It also shows that even billion dollar companies don't have their content or website perfectly formatted.


5. Personalize With Dynamic Content


ip tracking address

Generic landing pages have much lower conversion potential. Using dynamic content to customize messaging and offers based on user attributes and behaviors can dramatically improve conversions. For example, displaying the visitor’s first name in a headline or referencing their company name in content makes things more relevant. Similarly, showing content based on location, company size or role increases personalization. Tools like Instapage, Unbounce and Google Optimize make personalization easy to implement through A/B testing. Optimizing landing pages takes work, but the payoff in higher conversions makes it invaluable. By focusing on frictionless user experiences, tailored content and faster speeds, you can turn more web traffic into conversions throughout 2023.


15 examples of how to personalize pages with dynamic content:


1. Display the user's first name prominently in the navigation bar or page headlines after they log in to make it feel more customized. For example, "Welcome back, Katie!" Use a simple welcome message merge tag in navigation bar from email platform like Mailchimp.


2. On an ecommerce site, pay attention to the types of products the user views or adds to their cart, then dynamically display targeted product recommendations based on their browsing behavior. Install a recommendations plugin like Yotpo that automatically displays related products.


3. If the user is searching for content on a particular topic over time, automatically showcase new and trending content tailored to those interests on their homepage feed. Use a content personalization tool like Segmentify to automatically display relevant posts.


4. Localize the experience by detecting the user's location and highlighting events, deals and information specific to their city throughout the site. Use built-in geolocation in JavaScript or a geo-targeting plugin to detect location.


5. Allow users to select their interests and preferences either during sign up or in their account profile, then craft homepage modules and email campaigns around those choices. Allow user preferences during sign up that integrate with your email service and content management system.


website settings

6. When a user is browsing a certain product category, dynamically change category pages to display promotions, reviews and recommendations just for that product type. Create category-specific landing pages in your CMS that house tailored content.


7. Use merge tags, personalization tokens or placeholders in emails, landing pages and more to pull in data like first name, account number, order total to make messaging more precise. Work with your email service provider to create merge tags you can easily drop into emails, landing pages, etc.


8. Show users a history of their past transactions, downloads, or other account activity on their profile dashboard for quick access to information relevant to them. Display key account data in a custom user profile page in your platform.


9. For returning users, display notifications front and center about new features or changes to the site since they last logged in. Manually create banners showcasing new features for certain visits.


10. Allow users to showcase their social media posts from platforms like Instagram and automatically pull those into profile widgets or activity feeds. Use built-in social media widgets or an app like Drip for easy integration.


11. Prompt users to select their interests and preferences, then curate homepage content modules to highlight posts, products and information tailored to those choices. Create interest-specific content modules to pull into homepage layouts.


12. When a user adds items to their shopping cart but doesn't complete the purchase, remind them by displaying those items in banners on product pages they visit. You could also buy our 8 dynamic email funnels including abandon cart checkout to skyrocket your sales and re-capture lost revenue.


13. Segment your audience based on attributes like demographics, behavior, interests, and tailor site experiences to resonate with specific user segments. Leverage built-in segmentation tools in your email platform.


asian woman and man looking at dashboard

14. If a user mentions they are planning a trip or event in a certain month, have the site automatically highlight relevant promotions and deals leading up to that date. Manually create promotions and display for certain dates.


15. For loyalty members, showcase their current rewards level, point balance, and member perks prominently throughout the site experience after login. Display member data after login via custom user profile modules.


3 Examples Contrasting Highly Personalized and Less Personalized Dynamic Content:


High Personalization Example #1:


Amazon:

- Greets you by name after login and shows recent orders.

- Product recommendations on homepage are based on purchase history and browsing behavior.

- Emails use name and order data merge tags and contain customized content.- Allows users to write product reviews, create wishlists, curate idea lists, etc.

- Shows availability of local store pickup and deals based on zip code.


Low Personalization Example #1:


Kroger:

- Website does not personalize experience before or after login.

- Browse pages and homepages are generic without recommendations.

- Emails are mass broadcasts about weekly sales without personalization.

- Minimal ability to post user generated content like reviews.

- Online grocery pickup experience is the same across locations.


High Personalization Example #2:


Netflix

- Homepage highlights shows/movies based on individual watch history and ratings

- Emails promote new releases in genres the user watches most

- Shows percentage match and recommendations for each title based on viewing behaviors

- Allows users to rate shows, follow other accounts, create public playlists


Low Personalization Example #2:


StubHub

- Homepage, browse pages are the same for all users

- Emails highlight popular events but are not customized

- Minimal ability to post reviews or interact with other users

- Does not showcase recommendations based on event history


High Personalization Example #3:


Sephora

- App greets users by name and shows customized product recommendations

- Emails highlight new arrivals based on purchase history and product preferences

- Allows users to write reviews, build public makeup tutorials and wishlists

- In-store assistance is tailored through users' beauty profiles


Low Personalization Example #3:


Lowe's

- Website is generic without customization before or after login

- Emails focus on site-wide sales and promotions

- Minimal ability for users to contribute reviews or content

- In-store assistance is not personalized based on purchase history


Key Takeaways and Conclusion


Boosting conversion rates through landing page optimization requires a holistic approach. By combining strategies like in-depth user research, streamlined forms, page speed optimization, refined layout and content, and personalized dynamic content, you can create a compelling user experience that drives conversions.


10 Key Takeaways:


- Converting visitors is challenging

- Landing pages can feel overwhelming with many moving parts.

- Optimizing pages doesn't require advanced skills - focus on understanding your audience.

- Create headlines that resonate with your target audience - make them feel seen.

- Use images of people that look like your audience enjoying your solutions.

- Add relatable content to bond with visitors over shared interests and struggles.

- Calls to action should be bold and satisfying - make visitors want to click.

- Test different elements like headlines, copy and layouts to see what maximizes conversions.

- With some effort you can optimize landing pages just like influencers grow huge followings.

- Keep trying different optimizations and you'll be converting visitors like a pro.


Conclusion


Look folks, converting visitors into leads is tricky business. Landing pages sometimes feel like advanced calculus combined with excavating grandma's cluttered attic. Where do you even start in the mess?


Well hold up, because optimizing your pages doesn't require a math degree or full biohazard suit—even though Grandma's attic might need one. Really, you just need to get inside your audience's head, speak their language clearly, and push their buttons to get them to act. Start by crafting catchy headlines that truly resonate with your target audience. You know, headlines with a little zest and pizzazz.


Make sure your readers know you feel their pain points deep in your soul. Pop in some photos of smiling folks who look like your audience totally crushing it with your solutions. Sprinkle in relatable content to connect over shared struggles.


Then comes the fun part—the call-to-action button. Make it big, juicy and satisfying for instant click gratification. When it comes to CTAs, go bold or go home baby. Do some testing to see what resonates and gets those conversions flowing in.


Listen, if my cousin's DIY dog food YouTube channel can get a million views, you can definitely optimize a landing page or two. You so got this! Grandma's attic doesn't stand a chance against your savvy landing page skills. Pretty soon you'll be converting visitors like a boss. Now go out there and make those pages sing!


Still not confident? Book a Free call with us to see if we can help.

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How to Boost Conversion Rates with Landing Page Optimization [2023]

With online competition growing fiercer each year, boosting conversion rates is a crucial way to get ahead. And optimizing landing pages presents one of the biggest opportunities for improvement. According to statistics, only 2-3% of website visitors will convert on the first visit. However, an optimized landing page can raise conversions by over 400%. The benefits are clear.

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