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Conversion rate optimisation the review of the entire process from lead generation to post sales. Yes landing pages are part of this but there is more to consider. The opportunity is to get greater return without spending more on advertising.
What is your websites conversion rate? Visits/Leads or Sales
If you are sitting at 2% conversion rate imagine if you got that up to 4 or 5%?
Maximise the traffic you have first so your landing pages really need consideration and ongoing testing. Keep the page simple with a clear call to action, if it is a first contact with your business give a gift and get a email address for example.
Split test A/B test, multivariate test everything all the time. What you think is a great idea might in fact bomb and not work at all. We recommend testing all elements on landing pages, layouts, headings, images, copy, call to action buttons and colors etc.
A ton of money is getting wasted on search engines like Google using Adwords, issues include the actual campaign setups but also because of poor performing untargeted landing pages people are getting dumped on.
We are very current with what is working on the web right now and continue to test and evolve our strategies.