Good question. They’re similar, but different. You’ll hear a lot of people mistakenly use them interchangeably. They both entail identifying page elements that might be preventing visitors from taking a desired action. And, they both include running A/B or multivariate tests to see how to fix the problems identified.
But, Landing Page Optimization is actually only one area within the bigger field of Conversion Optimization.
Landing Page Optimization entails dissecting individual pages to make sure they match the PPC ad (or other traffic source), then testing various elements to get more people to take a desired action.
For Conversion Optimization, I follow a 7-step process that includes:
• Identifying which pages are problematic with web analytics
• Digging deeper to find out WHY those problems exist with user feedback
• Fixing those problems by running A/B and multivariate tests
Because even if your company has a select number of landing pages, you also have a lot of pages that can be potentially causing additional problems for your visitors.
A lot of conversion agencies let their clients decide which pages to A/B test. So while they might make huge improvements to those pages, because they’re not using data to determine the most important pages to test, they might be ignoring their biggest problems.
It depends on your goals. Thinking that a new design is all it takes to increase conversions is like thinking a fresh coat of paint will make your car go faster.
I’ve found that most designers and developers don’t follow a systematic process to pinpoint problems and to test different elements. That’s why my services are in demand: because my 7-step process is very detailed and is proven to help clients increase conversions—and revenue.
Unfortunately no. If you don’t follow a systematic process of identifying and prioritizing site problems, you’ll end up running meaningless tests that won’t make an impact on your bottom line.
A lot of people start off thinking that they just need to learn how to use A/B testing software. But if your site’s visitors don’t understand WHAT you sell and WHY you’re better than your competitors, or if they can’t find what they’re looking for on your site, it doesn’t matter what color your buttons are.
I’ll help you find the biggest problems on your site and help you fix them in the order that will have the most impact on your bottom line. This is where the real brainpower comes in—and where I’m the most successful.
Again, there’s no such thing as a quick fix. There are plenty of blog posts you can read with checklists on best practices. But that’s only a starting point. In fact, sometimes following best practices actually loses in A/B tests because each site, industry, and market is unique.
And just because something works on most sites doesn’t mean it’s guaranteed to work on your site.
This is one of the most common conversion myths and it’s why you need to test every assumption!
While I do love coffee and I enjoy talking shop, I’ve found that casual conversations aren’t adequate to teach someone what they need to know to get started. It ends up not being a good use of anyone’s time.
Because I get a lot of requests for this, I now offer training sessions. I can come to your offices or we can do it virtually. Either way, you’ll get much more out of our time together if we’re following an agenda and looking at tools, data, and examples together.
Read about CRO coaching services.
No. Read about us to learn why I’ve chosen to focus on improving conversions rather than traffic. Every site should have an SEO-friendly foundation, but all the traffic in the world won’t make you rich if no one every converts on your site. Plus, if you need to double your revenues, it’s WAY easier to double your conversion rate than your organic traffic.
No, my expertise is conversion optimization. Feel free to connect with me on social media to talk about conversion or anything else interesting. But I don’t offer social media services because my goal is to help you make data-driven decisions that I can PROVE are successful for you.
Congratulations on launching a startup! I commend you for looking into Conversion Optimization while you’re just starting to build your business. However, because so much of my work entails analyzing your website’s data, the clients that get the most benefit from my services are those with established businesses.
Also, I realize that a “good idea” is only a small factor predicting success; I’m not a venture capitalist and don’t analyze the other aspects of a business in order to work for equity. But best of luck during the exciting time of starting a business! Come back when you have some data for me to look at and then I’d love to help you!