Landing Page Optimization: the Complete Guide

Here’s the painful truth about online marketing :

Whether you’re trying to get new leads or convert existing ones into loyal customers, you’re going to need landing pages. Lots of ’em.

That might sound obvious to some but, but 44% of B2B clicks are still being directed to a homepage.

That’s pretty bad.

And we’re only talking about the usage of landing pages here. A little more than half of the businesses (52%) that use landing pages are actively trying to improve conversions.

That’s even worse.

That’s why I created this little thingamajig. With this guide you’ll have everything you need to start optimizing your landing pages.

Landing Page Optimization (LPO): the Complete Guide

Here’s how it works. This guide is divided into 9 chapters. Each chapter contains several links to hand-picked resources from all over the web. You can skip to any chapter you want by clicking the links below.

Chapter 1: Landing Page Fundamentals

Chapter 2: How to Find out Exactly What Your Customers Think of You

Chapter 3: Writing Copy That Converts Really Well

Chapter 4: How to Design a High Converting Landing Page

Chapter 5: Getting Your Landing Page in Front of The Right People

Chapter 6: Increasing Your Conversion With A/B Testing

Chapter 7: Good Optimization Case Studies to Learn From

Chapter 8: Additional Resources That Help you Kick Butt

Chapter 9: Tools That Will Make Your Life Easier

If you like this landing page resources, please remember to share it with your friends by Tweeting it.


Landing Page Fundamentals

Chapter 1: Landing Page Fundamentals

If you’re new to landing pages, or you’re looking to brush up on the basics, these resources are for you. You’ll learn what a landing page is, when to use them, and what goes into a great one.


Customer Feedback

Chapter 2: How to Find out Exactly What Your Customers Think of You

Creating a good looking landing page is one thing. Creating a high converting one is another. In order for it to do well, you’ll need to get inside the minds of your customers and really figure out what their needs are. Once you know what drives them (or holds them back) , coming up with an a/b testing hypothesis becomes a lot simpler.



High Converting Copy

Chapter 3: Writing Copy That Converts Really Well

Now that you know what drives people, it’s time to create copy that connects with them on a deep level.  It isn’t rocket science and, contrary to what some copywriters might make you believe, it’s no mind control either.  All good copy does is explain your message in a way your (ideal) customer understands best.



Design Landing Page

Chapter 4: How to Design a High Converting Landing Page

Good copy is important, but it’s also important that your landing page is user friendly and doesn’t scare people away graphics-wise.



Getting Traffic

Chapter 5: Getting Your Landing Page in Front of The Right People

Now that you have a good landing page an some ideas on how to improve it, it’s time to get it in front of people. That doesn’t mean just ny people, though. A good chunk of your landing page’s success relies on getting it in front of the right people. These strategies will help you out.



AB Testing

Chapter 6: Increasing Your Conversions With A/B Testing

Most people skip all the previous parts and jump right into a/b testing random stuff.  But not you, dammit. You’re one of the smart ones. You’ve researched your customer thoroughly so you can come up with different tests with ease.



Optimization Case Studies

Chapter 7: Optimization Case Studies you Can Learn From

I don’t know about you, but I learn a ton from looking at things other people have tried. It gives you a lot of inspiration to try out new things yourself. Here’s a list of landing page optimization examples and case studies you can learn from.



Other Resources

Chapter 8: Additional Resources That Will Help you Kick Butt

However cool landing page might be, they’re only part of your funnel. Next you’ll need to nurture our leads and convert them into loyal customers. These resources will help you out.



Optimization Tool Box

Chapter 9: Tools That Will Make Your Life Easier

Landing page optimization requires you to do a lot of different things. Luckily, there’s a bunch of software out there that will help you make the whole process easier.


A/B Testing

Landing Page Tools

User Feedback


  1. Scott Berry April 9, 2015 at 1:15 am

    Robin, one of the most helpful blog post I have ever seen. I sent it out on all my channels. Thank you!

    1. Robin Geuens April 9, 2015 at 11:53 am

      Thanks Scott. Glad you liked it. Thanks for the share 🙂

  2. Randy Ray April 13, 2015 at 12:44 am

    Hi, Robin-

    I shared this on Facebook and Twitter. I think it’s a terrific resource. It should keep me and my team busy for weeks.

    Which actionable tip from all those links do you think is the most important?

    I’d love to know more.


    1. Robin Geuens April 13, 2015 at 11:51 am

      Hey Randy,

      I’d say customer feedback is the most important. Check out “Everything you need to know about designing valuable customer surveys” (under chapter 2).

      Knowing exactly what it is that people want can go a looong way.

      Thanks for the share!

  3. Soumya Roy April 19, 2015 at 12:31 pm

    This is such a complete post on landing page optimization and actually it is a resource hub to get everything known from one place. It is going to help all beginners, professionals and entrepreneurs. I am going to share this in all my networks and will also share this personally, with my clients.
    Thanks for sharing this post and resources.

    1. Robin Geuens April 19, 2015 at 4:03 pm

      Glad you liked it.

      Thanks for sharing it with your network!

  4. Ross Taylor January 15, 2016 at 5:42 pm

    Robin, this is a fantastic resource that I can show some PPC clients when they ask “Why wouldn’t I send my ppc clicks to my homepage”? Well organized and put together!

  5. Nancy Kapoor July 8, 2016 at 2:04 pm

    Thanks Robin, Ultimate resource for landing page optimization which explains all in-depth for the valuable customer surveys and how we can make our customers to stay long.

    Depth Research and Well Written!