What is Conversion Rate Optimization?

Chapter 4

Components of an Optimized Landing Page

post-click landing pages are standalone web pages used to promote a single offer and fulfill one conversion goal. The conversion goal of your post-click landing page depends on the type of page you’re creating. For example, a lead generation page is created to collect leads whereas a webinar post-click landing page is created to get registrants to sign up for the webinar.

All your post-click landing pages should have a conversion ratio of 1:1, because post-click landing pages have one conversion goal, they should only have one clickable element — the CTA button.

Regardless of the conversion goal of your page, every post-click landing page typically has the following elements:

  1. Primary headline
  2. Secondary headline
  3. Unique value proposition
  4. Trust indicators
  5. Call-to-action buttons
  6. Images
  7. Video
  8. Lead capture forms

However, simply including these elements doesn’t guarantee conversions. For your post-click landing pages to be optimized, the page elements should perform the following functions:


The headline should clearly explain your service’s UVP, and ideally, it should let the visitor know how your service is going to solve the problem they’re facing. You can also include statistics in your headline, and get numerical proof to work in your favor.

Another type of post-click landing page headline that work are ‘question’ headlines. Craft your headline into a question that relates to the problem your visitors are having and then present your service as the solution to their problem.

The Relentless Movement post-click landing page headline explains the offer and initiates a sense of urgency:


The copy should highlight the product or service’s benefits and what makes it the best solution for the visitor’s problem. post-click landing page copy should also be displayed in a readable way, such as bullet points or numbered lists so visitors can quickly scan the information (instead of getting lost in large blocks of text).

Infusionsoft’s video post-click landing page copy is displayed with bullet points and focuses on the offer’s benefits:

CTA Button

The call-to-action button is the most important post-click landing page element because it is the place visitors have to click for a conversion to happen. CTA buttons should:

  • Be placed at the optimal position on your page
  • Be designed in a contrasting color
  • Call out to the visitor to click it
  • Include personalized copy

You can have more than one CTA button on a longer post-click landing page, as long as the buttons are focused on one goal.

The CTA buttons on the Fleetmatics page are contrasting and have personalized copy on them:

Lead Capture Form

The form fields should be labeled properly and arranged in a way that they are easy for visitors to fill out. Also, the form shouldn’t ask visitors for too much information. However, the amount of information marketers can request of prospects depends on the funnel stage of the post-click landing page’s offer. The lower the offer is in the marketing funnel, the more personal information can be requested.

Tracx’s lead capture form is straightforward and easy to fill out:

Customer Testimonials

Testimonials help provide social proof to your post-click landing page. Reviews from real customers are the most trustworthy and help persuade visitors to click on the CTA button, especially if they include the reviewer’s headshot, title, and company.

Outbrain makes the most of their post-click landing page customer testimonials, displaying them in a slider format, like this one:

Trust Indicators

Trust indicators help establish trust on your post-click landing page and lower conversion friction. Some common post-click landing page trust indicators are statistical evidence, customer badges, privacy policy links, and third-party seals.

For example, the Invoca post-click landing page displays some customer badges and has the TRUSTe seal beneath the form:

Remember, your prospects can arrive at your post-click landing page in a variety of ways (clicking a search ad, display ad, social media post, email link, etc.). And even though message matching plays a key role in getting them to convert, just because they arrived on your page does not mean they will convert on your offer. Your post-click landing page must include the optimized elements in this chapter to get your prospects to act on your conversion goal.

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