Landing Page Optimization: Why It Is Important for Your Online Business

Receiving traffic organically to an app or website is the ultimate dream of any business, right? But it’s not that simple. First, we need to look at what practices marketers should follow to get the traffic.

Today, marketers have plenty of tools at their disposal. This means there are many techniques and methods available to help you promote your business and get your brand in front of the target audience.

But you need to follow the right path to achieve desired outcomes, otherwise you might get lost in the ocean of tools, and come out with zero results. Now imagine if you had a tool that allowed you to track impressions and generate leads over time with science? 

Yes, that’s what landing pages allow you to do. According to Wikipedia, landing pages were first originated in the year 2003 to boost sales. Today, we have plenty of tools and builders that help us to build an amazing landing page for our online stores. 

Why should your online store have killer landing pages?

Landing Page Conversion Rates
Image: Landing Page Conversion Rates – Source

Establishing your online presence in today’s competitive world is extremely tough. Creating a website is an important component of your overall online marketing efforts. But it might not generate more leads simply due to its creation.

Indeed, creating an appealing website with all the useful details is necessary, but if you want to boost sales and generate leads, you should have well-designed landing pages set up as well to collect visitors’ info and move them into the pipeline.

Consequently, marketers are now adding landing pages to their existing marketing strategy to capture more leads. But what does it mean? Let’s see what a landing page is and what kind of benefits it offers to your online store. 

What is a landing page for marketing?

A landing page is a common tool for a marketing campaign. Customers clicked on a link from various resources such as social media, email newsletter, or PPC campaign that sends them to your landing page. In short, it is built to evoke certain reactions from users, such as urging them to sign up for the daily newsletter, sign up for a free trial, or take another desired action related to your business goals.

According to HubSpot, there are five major reasons why your online business needs an impressive landing page. Let’s take a look at those five benefits landing pages offer to businesses. 

  • Capture more leads
  • Collect demographic information about users
  • Provide fuel to the overall marketing campaign
  • Drive website traffic
  • A perfect home for all your offers and deals 

Now hold on!!

Is the perfect design, a newsletter button, relevant company information, and other basic details enough to collect leads through the landing page? No, of course not. You need to optimize a landing page on a regular basis to receive organic traffic for your website or application and to convince visitors to take the action you require when they land there. 

Landing page optimization tips

Landing page optimization is important for your online business. After all, it is one of the best weapons you can use to increase customer engagement by advertising your products and services. In our inbox, we often get lots of promotional emails in a day but we don’t click on all those emails, why? The simple reason is we don’t find anything in the emails to be all that alluring. 

eCommerce and online delivery businesses are booming, many of which are booming because they know how to create enticing offers on their landing pages.

According to Statista, consumers today spend more time online, they surf lots of websites and applications. They also unintentionally subscribe to apps similar to ubereats or Groupon or any number of other apps in order to get info, discounts, and whatnot. But will this action increase your conversions? Not necessarily.

Hence you need to optimize the landing page because it helps you increase conversions and keep your customers coming back to the website. It means your landing page should deliver an exceptional experience to customers where they can learn about your products and services without any hassle. But how to do it? Let’s discuss in detail how to optimize a landing page for better conversion. 

Why do you need to optimize to increase landing page conversions?

Your main goal is to increase conversions no matter what. Landing page optimization ensures that every click, be it via social media or PPC, or search engine has a good chance to leave an impression.  

If you wish to get the most of it from your landing page, you need to optimize it well. More conversions mean more sales and more profit, an optimized landing page leads to getting more results without spending huge bucks on advertising. All you need to provide is necessary information that users find interesting and as well as a strong CTA that they will click on without any second thoughts. 

Here you can take the example of PANDORA who ran advertising campaigns and increased conversions by 130% quickly. 

Here’s an example of a landing page Pandora created for a campaign that targeted multiple keywords across a variety of products. Each page was crafted for specific searches.

Pandora Landing Page Example
Image: Pandora Landing Page Example – Source

This is one major key to landing page success. Make sure each page is crafted specifically with a message related to the ad or other method of promotion. If someone lands on a landing page and it’s got a message that doesn’t relate or doesn’t boost up their excitement about the offer, they will not convert.

Decrease bounce rates

Keep in mind, you have created a landing page for a specific audience. Therefore, it is important to have all the information that your users find appealing and want to visit your website again and again.

The better crafted that your landing page is to a target audience, the more you will decrease bounce rates.

Hence, it is always advisable to create a landing page for a specific audience. If you drive traffic to a general page and use irrelevant information, then you have to pay more to get fewer conversions. Make sure you boost your stats and increase your conversions

Improve organic results

No doubt, you can generate leads through PPC, but establishing a strong online presence on search engines will benefit your business more. Traffic from search engines is more targeted because they are searching specifically for what you have to offer…if your pages are optimized properly.

Landing pages that show up on search increase conversion because they entice customers to take a certain action based on their pre-determined need for the product or service. But make sure you have included only relevant information that your visitors seek for.

If you bombard visitors with unnecessary stuff, your ranking will fall down. In short, your landing page only needs the information that is relevant to users, otherwise it will hurt your website impression and you will fail to convert. 


In a nutshell, here are few things to keep in mind while creating an attractive and catchy landing page. 

  1. Follow minimalistic designs
  2. Utilize CTA buttons
  3. Include testimonials
  4. Add social media buttons
  5. Place important features
  6. A/B Test key elements 

Landing page optimization is important for driving traffic to the website, generating leads, and keeping the audience engaged and coming back for more.

Catchy landing pages help to deliver a seamless user experience and also increase the customer acquisition ratio. In short, keep updating your landing page, minimize your bounce rates, and increase the quality scores to generate more leads and conversions. 

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Nirav Parmar

2 thoughts on “Landing Page Optimization: Why It Is Important for Your Online Business”

  1. Optimizing a landing page ensures that you achieve the highest possible conversion rate from the visitors who arrive at that landing page. Landing page optimization can assist you lower your customer acquisitions costs, acquire more customers, and maximize the value of your ad spend. The primary purpose of optimizing the landing page is to convert the traffic into sale or lead.

    • Hi, Robert. Thanks for reading! An inbound marketing strategy that brings traffic to your landing pages (traffic that converts, that is), can definitely save a ton on your marketing costs.


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