Defining the Landing Page Conversion Strategy

Chapter 2 of SEO Best Practice: Landing Page Optimisation

After selecting the right type of landing page for reaching the campaign objective, search marketers must devise a strategy for driving conversions on it. This chapter outlines how to define a conversion strategy depending on business needs.

By Econsultancy

11 minute read

After deciding what type of landing page is best for continuing the user journey, it is time to devise a strategy for conversion. This chapter outlines what points search marketers should consider for creating a landing page that converts. It covers:

Understanding the visitor: The SEO practitioner must know exactly what they want the page to do and understand the visitor’s needs in order to drive conversions. What questions should they have in mind when implementing a landing page strategy?
The buying process: Site visitors will be at different points in their research and purchase cycle. What is the overall pattern of the customer’s process, and how does the landing page come into play?
Defining a conversion strategy: Every landing page is different, with potentially thousands of different variations of strategies for optimising conversions. What factors must brands consider when defining a conversion strategy for their landing pages?