Landing Page Conversion Rate Optimization

Landing Page Conversion Rate Optimization

Paid Search Campaigns (PPC) drive traffic to a web page (website) or landing page. When you are paying to drive qualified traffic to your site, it is crucial that your website or landing page is optimized to convert and/or monetize that traffic. A bit of a marketing science has evolved in recent years, known as “Conversion Rate Optimization” (CRO).


CRO encompasses best practices which have been tried and tested to deliver the best results. As they say, “it’s not rocket science”, but it is a complex realm because there are so many subjective variables. Fortunately, there are many “basics” which are simple to abide by. When it comes to web pages and landing pages, it is usually best to abide by accepted norms (practices) and avoid re-inventing the wheel.


    Most web pages should have a contact phone number in the upper right side of the banner; and they should have a contact form with minimal fields. The more information you ask for (last name and other personal information), the less likely a site visitor is to convert.


    Moving graphics such as slide shows and animated GIFs should be used only sparingly; and if something moves, it should move very slowly.


    Clean, simple layouts convert better than complex layouts; but sharp looking does not always convert better than a less appealing design.


    Landing pages need to contain a clearly understandable value proposition within five seconds of landing, followed up by rationale and social proof.

Conversion Rate Optimization deals with the proper
layout of web pages in order to convert visitors into leads and customers

One of the leading firms publishing useful information about CRO is, based in Vancouver, Canada. Blastoff recommends studying the free tutorial information available on their site if you are interested in learning more about the topic.


Blastoff has a process for providing feedback and recommendations in order to maximize your web presence and CRO. We capture screenshots and annotate them with text, audio, and video feedback as appropriate, making a set of recommendations for changes and enhancements via shared Google Docs and in some cases, screencast videos.