Marketing Strategy
Landing page optimisation
Also known as: LPO
Landing page optimisation is the practice of improving a single page that receives traffic from a campaign, search result or referral so that more visitors complete the intended action. It covers the message, layout, proof, forms and page speed rather than the whole site. The goal is a better match between what the visitor expected and what the page delivers.
What it is
A landing page is the first page a visitor sees after clicking an ad, email, social post or search result. Optimisation means systematically changing headlines, offers, form fields, imagery, proof points and technical performance to lift conversion and reduce friction. It is usually run as a continuous cycle of research, change and measurement rather than a one-off redesign.
Why it matters
Traffic costs money and attention, so the page that receives it decides whether that spend turns into enquiries, sign-ups or sales. Well optimised pages also give search and AI systems clearer signals about what the page offers, who it is for and what happens next, which helps the page be summarised and cited correctly. Poor message match wastes demand you have already paid to create.
How it works
Practitioners start with analytics, session recordings, heatmaps and customer research to find where visitors hesitate or leave, then form a hypothesis and test a change. Common levers include tightening the headline to match the ad or query, cutting form fields, moving proof above the fold, clarifying pricing and improving load time on mobile. Changes are validated with A/B tests where traffic allows, or with before and after measurement plus qualitative evidence where it does not.
When it applies
It applies whenever a page carries a specific conversion goal, especially for paid campaigns, product pages, demo requests and lead capture. It is most valuable when traffic is steady enough to detect a difference and the offer itself is already reasonably well matched to the audience.
Examples
- A B2B software firm rewrites a demo page headline to repeat the exact phrase used in its Google Ads copy, and cuts the form from nine fields to four.
- An ecommerce brand moves delivery and returns information next to the add to basket button after recordings show shoppers scrolling back to find it.
- A services business adds three named client results and a short FAQ block to a pricing page to answer objections raised on sales calls.
How it is measured
- Conversion rate for the page, split by traffic source and device
- Cost per acquisition or cost per lead for campaigns pointing at the page
- Scroll depth, form start and form completion rates
- Bounce or exit rate and time to first interaction on mobile
Insights on Landing page optimisation
Related terms in Marketing Strategy
- Agentic marketingAgentic marketing is the use of AI agents that can plan multi-step work and take actions across marketing tools, rather than only generating text on request. It also covers designing marketing for a world where buyers delegate research and purchasing to their own agents. In practice it is a mix of workflow automation, tool permissions and human review.
- AI searchAI search is the use of large language models to answer a query directly, usually with a written summary rather than a list of links. It covers AI overviews inside traditional search engines and assistants such as ChatGPT, Perplexity, Copilot and Gemini. The visible outcome for a brand is being described and cited inside an answer rather than ranked on a results page.
- AI-generated contentAI-generated content is text, images, audio, video or code produced wholly or mainly by a generative model rather than written or made by a person. It ranges from fully automated output to drafts that a human edits and approves. Its value in marketing depends on editorial control, accuracy and whether it adds anything a reader cannot get elsewhere.
- Audience intelligenceAudience intelligence is the practice of gathering and analysing data about who your audience is, what they care about, and how they search and buy, then turning that into decisions. It combines first party behavioural data with research, search data, social listening, and customer conversations. The output is usually segments, messaging guidance, and content priorities rather than a single report.
- B2B marketingB2B marketing is the practice of promoting products and services to other organisations rather than to individual consumers. It typically involves longer sales cycles, multiple decision makers, higher contract values and a heavier reliance on content, sales enablement and relationships. Success is usually measured through pipeline and revenue contribution rather than immediate transactions.
- Brand voiceBrand voice is the consistent personality and language a brand uses across every channel, covering vocabulary, tone, sentence rhythm and the things it will and will not say. It is documented in guidelines so different writers, agencies and AI tools produce work that sounds like the same organisation. Voice stays stable while tone flexes with context.
Primary research · August 2026
How ChatGPT Shortlists Software Brands
An audit across 10 categories and 60 buying questions. I recorded what ChatGPT reads, throws away and links to when a buyer asks it which software to buy, and what that decides.
- 60
- Questions asked
- 10
- Software markets
- 2,680
- Results read
- 367
- Links shown
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