By landing page optimization, it is assumed that a destination page is optimized to result in the completion of a desired action (aka conversion). In order to accomplish this effectively, certain user psychological factors need to be understood so that they can be addressed. Engineer An Icon will diverge to separate LPO from Landing Page Design (LPD) , as well as PPC landing pages from SEO landing pages within this section. Landing pages by design must do more than provide an entrance, effective destinations should also solicit participation prompted by prominent calls to action. Below you will find the formula by which the probability of conversion can be increased, according to MarketingExperiments.com.

C = 4M + 3v + 2(i-f) - 2A

( C ) Conversion Probability

If ever there were a goal in business, this is it: increase conversions. This is the pinnacle priority. Each year billions of dollars are expended simply on trying to improve this single metric. Because a conversion is not guaranteed, it is a solution that can be both solved for as well as influenced, but not manipulated. Variables are manipulated; which then in turn influences the result. Increasing conversion probability is the very scope of landing page optimization because it measures the likelihood that a visitor will convert. If it can be measured, it can be improved through optimization. In the absence of clairvoyance, LPO achieves this through extensive testing; strict multivariate testing.

( M ) Motivation

While user motivation is largely predetermined before they view the destination page, improving conversion rates still requires a calculated cultivation of that motivation. Start by defining the nature of the user's demand for the product, service or information. Continue further by detailing and defining the magnitude of their need. This is where LPO can be an extremely powerful resource, first to support visitor motivation by meeting expectation via relevant messaging, and secondarily by harnessing the motivational momentum to increase it.

( v ) Value Propositions

Among the most powerful statements that your website must efficaciously and prominently display like a symbolic banner are your value propositions. They must be so clear, so as not to be misunderstood. "We Are the Best," is not a value proposition. It is generic, vague and void of meaning. A proper value proposition must potently declare the value that your company and product/service will each contribute. Value propositions create the most impact when they demonstrate value with regards to both obtaining the service or product while additionally reinforcing reasons for which the customer should obtain it from you and your company.

( i ) Incentives

Visitors subconsciencely scan for incentives that will prompt them to take action. This is acutely evident if the potential customer is expected to fulfill the desired action immediately. Ask yourself whether your incentives (if you have any) are merely perks, or if they genuinely increase user participation. According to Chris Copeland as reported March of 2008 in Awareness, Engagement and Sentiment -- The New Measures of Search? "47% of searchers are looking for a promotion, [and] 57% of non-searchers look for promotions." Keeping in mind that incentives and promotions do not have to involve monetary savings, it becomes incumbent upon businesses to incorporate incentivizing (perhaps my made up word) without devaluing either the product/service or your company's brand.

( f ) Friction

Any aspect of or item within a page that reduces the conversion probability produces friction unless it serves to manipulate the buying process. Anytime there is a "Buy It Now" or "Schedule A Consult" button, or any other prominently displayed call to action, on a page it becomes important to condense your content. Design your messaging and content towards reduced quantity with higher potency. Politely remind potential customers of their need while reinforcing that your solution will address their needs and that the purchasing system is safe and secure. With regards to landing page design, I keep it "stupid simple."

( A ) Anxiety

Visitors are constantly and persistently assessing and questioning. This is their permanent status; it is their subconscious obligation to do so. Anxiety is not only in constant flux, it is also a motivational influence. Typically associated with entering information, anxiety is present as the visitor evaluates whether the site is trustworthy, secure, asks for the appropriate amount of information in context and finally in the last moments of consideration as to whether or not the product or service is likely to satisfy the need as outlined.