Back to Glossary
Glossary
Landing Page Optimization (LPO)
The process of improving elements on a landing page to increase conversions and improve user experience.
What is Landing Page Optimization?
Landing Page Optimization (LPO) is the practice of enhancing your website's entry points to ensure they are as effective as possible at converting visitors into customers or leads.
Instead of just driving more traffic to your site (which can be expensive), LPO focuses on making the traffic you already have more valuable.
Core Elements to Optimize
- Headlines: Are they clear, compelling, and relevant to the user's intent?
- Call-to-Action (CTA): Is it visible, easy to understand, and persuasive?
- Images & Video: Do they support your message or distract from it?
- Form Fields: Are you asking for too much information too early?
- Social Proof: Are testimonials and trust signals placed effectively?
LPO and A/B Testing
A/B testing is the "how" of LPO. You don't just guess what will work; you test a hypothesis. For example: "If we change the headline to be more benefit-driven, we will see a 10% increase in signups."