Define landing pages

Module purpose

Effective landing pages get the balance right between persuading their audience about the value a business can offer and reassuring them about their concerns.

In this module we consider key factors to consider when testing improvements to landing pages and introduce landing page testing.

We’ll show you through B2B and B2C examples as well as how landing pages, their goals and designs, can be managed to improve website outcomes.

Our website conversion optimization planning template is recommended to help you keep track of ideas and tests for landing pages.

Module structure

• Objectives
• Landing page success factors
• The importance of landing pages
• 1. Clear landing page communication goals
• 2. Make first impressions count
• 3. Measuring page effectiveness
• 4. Test. Learn. Refine with AB Testing
• Test your understanding
• Summary

Learning objectives

• Describe communications goals of different types of landing pages
• Understand the measures used to review landing page effectiveness in analytics
• Explain practical techniques to optimize landing pages