LPO: What It Is, How It’s Done, and Why You Need It

A quick acronym test for you.

SEO?

Yep, an easy one: that’s search engine optimization, one of the keys to any successful online marketing campaign.

What about SERP?

Another easy one: search engine results page. When you say you want your business on the top of Page 1 of Google, what you’re really saying is you want to be in the first position on Google’s SERP for a particular keyword.

What about LPO?

Now that’s a little less common, but no less important. LPO stands for landing page optimization, and LPO is an area of digital marketing that is increasingly important in converting one-time visitors into clients of your business.

What’s involved in LPO?

It’s no simple process, that’s for sure, but it doesn’t mean that it is difficult to explain at a conceptual level.

Essentially, a landing page is where a visitor to your website arrives when they first encounter your site. Ideally it will be a page you have designed for just this purpose – that is, a potential customer – rather than one of the other pages your site includes, but where the visitor “lands” is the “landing page”.

The first impression of the landing page is important if that one-time visitor is going to be converted into a customer. Everything from the text on the page, the layout and design, the call to action, the buttons on the page, the color of those buttons, even the text on the button itself needs to be perfect to convince the visitor to stick around, trade their email address for content, and be converted into a lead for your sales team to pursue.

And the process by which each and every one of these things – and plenty more besides! – are perfected is known as optimization.

And because it is the optimization of a landing page, it’s landing page optimization, or just LPO.

Got it? Good – now let’s take a look at things in more detail.

Infographic: LPO and Your Business

All marketers know how important are landing pages to improve visits on their websites. It is an effective means to transform visitors into customers. LPO is a good way to increase conversion rate on websites.

This infographic by Consorte Marketing shows us how LPO works.