Landing Page Optimization (LPO)

Definition of Landing Page Optimization (LPO)

The process of improving the elements of a landing page to increase conversions.

Explanation of Landing Page Optimization (LPO)

Landing Page Optimization (LPO) is the process of improving the design, content, and functionality of a landing page to increase its effectiveness in converting visitors into leads or customers. This involves testing and refining various elements such as headlines, images, call-to-action buttons, and forms to enhance user experience and maximize conversions. For example, an e-commerce website might optimize its landing page by testing different product images and descriptions to see which version leads to more sales. LPO uses techniques such as A/B testing, heatmaps, and user feedback to identify the most effective elements. The goal is to create a compelling and user-friendly landing page that captures visitors’ attention and encourages them to take the desired action, such as making a purchase, signing up for a newsletter, or filling out a contact form. By optimizing landing pages, businesses can improve their conversion rates, reduce bounce rates, and enhance the overall effectiveness of their digital marketing efforts.

This dictionary entry was written by

Per-Gulbrand Peter Braathen

With a foundation in doctoral-level research, Per-Gulbrand Peter Braathen is a seasoned expert in the areas of marketing, branding and communication. His proficiency extends to marketing management, branding and communication strategy. Braathen's experience is underscored by his rich background from various industries, including entertainment. A distinguished alumnus of the USC Marshall School of Business, Braathen boasts a Master of Science in Marketing, complemented by a Graduate Certificate in the Business of Entertainment from the USC School of Cinematic Arts as well as two undergraduate Bachelor degrees from the esteemed University of Southern California.