Landing page optimization
“Optimize my landing page?! But it’s so much easier to increase my ad spend! More traffic = more conversions, right?” 🤷
Eh no. Not quite.
By paying more for traffic, you're losing out on that all-important profit. However, if you increase your *conversion rate*, there's more ROI to go around for everyone. 💰
RESOURCES
Without adding any more budget to the paid traffic, too! 💸
Landing page optimization 101
Like the sound of optimization but you're not sure exactly how to do it? Let's explore:
Set a conversion goal
Build a beautiful page
Test, test, test
You can only track what you measure, right? Remember to set a conversion goal for every landing page—whether that be leads, clicks, or sales—so that you can measure and track that conversion rate.
To see those leads, sales, and clicks stream in, you can build your landing page from the ground up according to our tried and tested best practices. Here's our formula.
The goal here is to see your conversion rate increase every month, right? You can experiment blindly, or, you can run strategic tests so that you can find out exactly what is (and isn't) working for your audience.
So, you want to test?
You can only improve when you know what works, and what doesn’t, right? And that’s where variants come in. Simply duplicate your active landing page and start customizing.
The tried, tested, and traditional testing method to determine the exact elements that impact your audience.
Now it’s time to implement what you’ve learned. Head back to your landing pages to edit, save and republish to see the difference.
Boom! And optimizing your landing page is as easy as that
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Everything you need to know ↓
Napkin math—why optimization checks out:
Month 1: Paid traffic only
Ad budget: $1000/per month
Visitors: 1000
Value of conversion: $20
Conversion rate: 10%
Revenue: $2000 ($1000 profit)
Month 2: Paid traffic + optimization
Ad budget: $1000/per month
Visitors: 1000
Value of conversion: $20
Conversion rate: 12%
Revenue: $2400 ($1400 profit)
Month 3: Paid traffic + optimization
Ad budget: $1000/per month
Visitors: 1000
Value of conversion: $20
Conversion rate: 13%
Revenue: $2600 ($1600 profit)
Step 1: Let's create a variant (more are welcome too!)
Step 2: Customize your variants
What works for your audience? Maybe it’s testimonials right at the top, maybe it’s a focus on your value proposition, or maybe it’s a humorous approach. Create a variant for all these (and more!) “what if” scenarios to gain valuable insights about your audience.
Here’s a quick guide on creating variants to optimize your campaigns:
Step 3: Let's get testing!
Now comes the fun part, of seeing how your variants stack up against each other. And this is where Unbounce’s optimization tools come in. You can either use Smart Traffic or A/B testing to compare your variants. Which one is best? You decide:
Not sure about this whole “variant” thing?
Think of it as a different version of your original landing page. You’ll still use the same URL, it’ll still be part of the same campaign—with the same conversion goal—traffic will simply be split depending on the test you use.
A/B testing:
Smart Traffic:
You want to test one specific thing
A/B testing is perfect when you want to find the best version of one particular element on your landing page—this headline, or that one? Isolate the variable by comparing two variants find out.
You want to test lots of stuff at once
Got a lot of hypotheses? Smart Traffic lets you test unlimited variants simultaneously and learn what’s working (and what’s not). Yep, that means you can have 12—or more!—variants running at the same time.
You've got time and traffic
Setting up an A/B test in Unbounce is dead simple—but if you don’t have a ton of traffic, getting the data you need to hit statistical significance can take weeks or more.
Smart Traffic starts sending visitors to their ideal variant after as few as 50 visits. And because it never stops learning, you get better results the longer you let it run.
You want to optimize right away
An Unbounce-developed tool using AI to detect visitor behaviors for a conversion bump of 30%—automatically.
See how that revenue number keeps going up as the conversion rate increases? 📈