A landing page optimization landing page is a crucial step in any marketing campaign. It’s where marketers direct visitors who have clicked on ads (either PPC or display) toward conversions—whether they’re making a purchase, registering for a service, signing up for a newsletter, or simply giving their email address in exchange for valuable content.

A landing page is a standalone web page that’s designed to reduce distraction and promote a specific action. Unlike a homepage or blog page, a landing page doesn’t include a menu bar, a list of links, testimonials, or other information that might muddy the call to action (CTA). Instead, a good landing page focuses on one thing: persuading visitors to take the desired action.

Landing page optimization is the process of fine-tuning elements on a landing page to increase conversions. This is done through a variety of tactics, including using digital experience insights (like Hotjar’s) to identify the elements that inspire and detract from user behavior.

Landing Page Optimization Tips That Actually Drive Conversions

When a visitor lands on your landing page, the first thing they do is scan the contents and decide whether they want to stay. If they don’t, they leave. A well-optimized landing page provides everything a visitor needs to make a decision quickly: A headline that matches your PPC ad copy and offers a compelling reason for them to remain; a clean, attractive design that makes the company look trustworthy and professional; concise and persuasive form copy that doesn’t scare them off; and a non-threatening CTA above the fold—where it’s initially visible.