6 Optimizely Landing Pages to Model Your Next Page After

Last updated on by in Conversion Optimization, Landing Page Examples



When you navigate to a website, (through an organic listing, a PPC ad, or even from a shared link on social media) if you don’t see what you’re looking for on the first page, you’re likely just to click out and abandon the page.

“If our customer doesn’t see the perfect dress for her on the first page she visits, she’s likely to move on. It’s absolutely necessary to show her what she wants as soon as she comes to us — even if she doesn’t yet know what that item is,” said Grace Hong, VP of Product and Design at Revolve

Optimizely is an experience optimization platform that provides website and mobile A/B testing and personalization solutions.

More than 330,000 websites are currently using Optimizely, including some of the world’s leading brands such as The Walt Disney Company, HotWire, LiveStrong, Rocket Lawyer and The New York Times. All of these well-known brands use Optimizely to deliver connected experiences to their audiences. The software company has thousands of customers worldwide and has supported them in delivering more than 700 billion optimized visitor experiences to date.

But to get where they are today, we noticed they use landing pages as a way to generate brand awareness, grow their email lists, and establish thought leadership. Today, we’re going to look at how Optimizely landing pages convert visitors into leads and leads into sales.

But first, let’s start at the top with a quick reminder.

What is a landing page?

A landing page is a standalone page that is used to offer your visitors something valuable in return for their contact information through a strong call-to-action. That CTA could include signing up for a webinar, to download an ebook, to start a free trial, to purchase something, etc.

Let’s look at a few ways Optimizely uses landing pages.

6 Ways Optimizely uses landing pages

Optimizely recognizes that landing pages are perfect for establishing a great first impression and are an essential component of their overall marketing strategy. The company uses landing pages to product, marketing, and brand managers — offering an array of assets for their audience’s information.

1. White papers

Why the landing page was built:

To generate white paper downloads and make people aware of how Optimizely improves response times with CDN balancing.

What the page does well:

What it could improve and A/B test:

2. Online shopping trends report

Why the landing page was built:

To generate report downloads based on Optimizely’s 2016 survey of consumer shopping habits.

What the page does well:

What it could improve and A/B test:

3. Toolkits

Notice this Optimizely landing page form includes the same fields as the two examples above, except this time they also ask for a phone number. They may believe that someone interested in this toolkit is a more qualified lead and they want to have more than one way of following up.

Why the landing page was built:

To generate top of the funnel leads by offering a testing toolkit of resources.

What the page does well:

What it could improve and A/B test:

4. Optimization guides

Why the landing page was built:

To generate new leads from app developers looking to optimize their app.

What it does well:

What it could improve and A/B test:

5. On-demand webinars

Why the landing page was built:

To increase leads and generate brand awareness for Optimizely by emphasizing the importance of data in making business decisions — and letting the audience know Optimizely is a leader in A/B testing.

What the page does well:

What it could improve and A/B test:

6. Free trial

We searched “A/B testing software” and found the AdWords landing page below after clicking on this ad in Google:


Why the landing page was built:

This PPC landing page was created to increase free trial sign ups.

What it does well:

What it could improve and A/B test:

What do you think of Optimizely’s use of landing pages?

Optimizely understands that landing pages are a critical component to their digital marketing strategy because they continue to use them to fill their sales funnel and generate brand awareness. And, since they’re an optimization platform, we guarantee they’re A/B testing their landing pages to see what converts best with their audience.

That said, you don’t need a separate tool to A/B test your landing pages. You can create, publish, integrate, and test your own customizable landing pages with Instapage, the most powerful landing page platform available. Get started today with a 14-day trial.

Show Me The Top 10 Landing Pages