If you read online marketing blogs, you will notice some experts telling you that content is King while others giving the crown to backlink strategies.

Why do so few experts give conversion rate optimisation (CRO) due justice?

Mainly because it’s a tricky art involving a multi-faceted time-consuming process.

You can hire the best copywriter in the world and assemble an A-team of ninja link builders or pour money into paid advertising to flood your website with traffic but all that effort will be futile if potential customers bounce off your landing pages without converting.

This is why landing page optimisation is so important. The choices you make when designing your landing pages will have an immense effect on your marketing ROI.

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Poetically speaking, the famous Japanese author Ryūnosuke Akutagawa once had a heated public dispute with his contemporary Jun’ichirō Tanizaki over the importance of structure versus lyricism in a story.

Akutagawa argued that the way a story is structured is more important than the poetic frills and flourishes. In order to avoid controversy, we won’t get into a debate about literature!

However, when it comes to landing pages and sales copy, we side with Akutagawa as we can prove that structure beats content hands down every time.

In the modern age Internet users tend to skim-read. They will mainly look for titles, subtitles, bullet lists and visual information. Many businesses make a mistake by spending too much time and money perfecting their sales copy. They often have to realise that all this effort has been pointless.

From a business perspective conversion optimisation or landing page optimisation is a clever tactic of earning more money from a constant measure of resources.

Let’s assume one conversion is worth £10,000 to your business.

If your current landing page has a conversion rate of 3.2%. Bringing 1000 visitors to your site will get you 32 conversions or £320,000 in monetary terms.

What would happen if you carried out a landing page optimisation campaign and increased your conversion rate to 4.2%?

You’d make £420,000 or a cool 100K more without doing anything to boost your traffic.

That’s more profit without a single penny increase to the customer acquisition cost.

What could that potentially do for your business? Would it take it to the next level.

If done correctly and off the back of a solid plan, landing page optimisation could be the smartest move you’ve ever made.

A good CRO expert will have lots of different tools at his disposal. After all, it’s a science where multiple sciences merge together – behavioural psychology, colour theory, neuro linguistic programming and others.

The most essential of all tools is split-testing or A/B testing. It’s a method of building several versions of the same landing page and finding the best-converting page through comparison. There are several schools of thought when it comes to split-testing, and the approach will differ based on your buyer personas and market characteristics.

How pernickety can you get with your landing page optimisation? Well, back in 2011 when CRO wasn’t that much of a buzz word, Google carried out 7,000 A/B tests. That’s 20 new A/B tests initialised every day.

7 years on has Google reached perfection and stopped testing? Of course not (I mean, look at their Maps page)!

There is no Holy Grail of page layout. It’s a constant work in progress. Would an average medium-sized business benefit from 7,000 A/B tests? Yes it would, however in a grand scheme of things, the success of digital marketing is defined by ROI. The time and resources invested into landing page optimisation should generate profit.

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