Elance Blog

Landing Page Optimization Is The Quickest Way To Increase Revenue

A headline is just a headline, right? Not exactly. When building your website, choose your words wisely, as it may make a huge difference in your revenue stream. Beth Kirsch, Elance team member and in-house Search Engine Optimization and Search Engine Marketing expert, shares some of her insights on the mysterious world of landing page optimization, why it's so important, and tools and resources you can use.

Landing page optimization is the quickest way to increase your web site’s revenues. A visitor arrives at your web site and decides to either buy something or not. It doesn't really matter what the page looks like, and you just think the user will make their decision based product features and functionality, right? WRONG!

Did you know a couple tweaks of a headline or a simple change of a button could double your conversion rates? So, as a marketer, you can spend a lot of money doubling the number of targeted visitors arriving at your site or you can conduct some simple tests and double your landing page conversion rate. (In internet marketing, conversion rate is the ratio of visitors who convert casual content views or website visits into desired actions based on subtle or direct requests from marketers, advertisers, and content creators.)

Let’s take the example from www.whichtestwon.com by Anne Holland. Look at these two landing pages.

The only thing that changed was the headline:

Now, one page has a four word headline and one has an eight word headline. Does seem like that much of a difference? Probably not, but would you be surprised to know that the eight word headline convinced 113% more people to convert? Four words made all of the difference. You can find out all the details of this test here.

There are a lot of products and services to help you test landing pages. Here are four suggestions:

  • Google Web Optimizer: It's free to use and will integrate with your AdWords campaign.
  • Sitespect: Sitespect needs very little technolocal intergration and is step up from Google’s Web Optimizer.
  • There are many more higher end providers including Test and Target by Omniture, Optimost and others.
  • There are agencies out there to help with your testing as well. You can check out SiteTuners and Widerfunnel.

Additionally, there are lots of great resources on the web for learning about landing pages testing. Anne Holland’s Which Test Won is my favorite because it’s so much fun. Google also has a strong blog on website optimization, and if you want a good slideshow presentation on why this is important, you can check out this presentation from Ronny Kohavi, General Manager of the Experimentation Platform at Microsoft.

Also, if optimization of your website is in the near future, check out all of the landing page optimization experts here on Elance as well.


I clicked through on the link but most of the testing seems to be done on sites with a ton of traffic.
How do you make decisions from your split testing before your site has the traffic?

Thanks! I suspect, in the example provided, the 8 word did better because with the other one, users are probably assuming that there will eventually be a payment required whereas not with "FREE and UNLIMITED".

Also, another good tool for SEO is CSE HTML Validator.

I'm not seeing the difference in the Headlines - They are identical.