play a critical role in lead generation. After all, they allow your website visitors to convert into leads and express interest in your company’s content.
So what makes a landing page successful? “The number one rule,” said Dr. Flint McGlaughlin at the
MarketingSherpa’s Optimization Summit
, “is clarity trumps persuasion.” As proud sponsors of this conference, HubSpot will keep sharing the lessons we learn with our audience. But before you jump in to
landing page optimization
, let’s get familiar with some of the key terms used in the process:
1. A/B testing
- Testing two different versions of the same landing page to evaluate which one performs better.
2. Authority endorsement
– Visual proof that an authority is recognizing the value of your offer. This is a way to establish credibility.
3. Anxiety elements
4. Benefit Reinforcement
– Similar to value proposition, it is a reinforcement of why the visitor wants to fill out the form.
5. Bounce Rate or Exit Rate
– The rate at which a visitor clicks away from your page without converting.
6. Call to action (CTA)
– A phrase or button that prompts the visitor to take action, such as “Subscribe Now” or “Download the Whitepaper Today.”
7. Control Page
– The initial page you want to improve.
8. Conversion Rate
– The rate at which a visitor converts into a lead.
9. Cumulative Optimization Gain
– Optimizing a page with a series of tests and gaining higher conversion at the end.
– The page elements preventing the visitor from converting into a lead. (For instance, too many calls to action which distract the visitor's attention.)
– The process logic as a visitor gets to your page and completes the "transaction." (Think of a visitor as someone at the top of the funnel. How do you push them to the bottom of the funnel?)
12. Guarantee Images
– Images that instill trust and show credibility.
– Key Performance Indicators, or the metrics you will look at to track progress toward your goals.
– How the landing page is designed.
15. Lead Nurturing Campaign
– An email series that can be triggered after someone fills out a form on your landing page.
– An outline defining what your landing page design should be.
17. Motivation of User
– The visitor's desire to receive your offer.
– A web page element, usually located at the top, with links that help visitors to navigate through a website.
19. Page Views
– The number of views a page got.
20. Returning Visitor
– A visitor that is returning to your site, and is generally self-qualifying herself as actively interested in your offer.
– The return on investment of your marketing efforts.
22. Security or accreditation seals
– Visual elements proving your offer is secure and risk-free.
23. Statistically significant number
– The amount of data you need to collect in order to announce accurate results from your testing.
24. Test validation
– Proving with data that a test has been successfully conducted.
25. Time on page
– How long a visitor spends on your landing page.
26. Treatment Page
– The page you have treated and expect to perform better.
27. Value Exchange
– Giving out a valuable offer in order to get information from your visitors.
28. Value proposition
– The primary reason why your visitor will choose to convert on your page. (The answer to the “What is there for me?” question.)
– The changes you make in order to optimize a landing page.
– The number of (unique) visitors who came to your page.
Are we missing anything essential from this list? Please add it by commenting below!
Originally published Jun 2, 2011 5:00:00 PM, updated October 20 2016