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Common Landing Page Optimization Terms

Part of the Landing Page Optimization For Dummies Cheat Sheet

Landing page optimization terms such as conversion and SEO may look familiar but remain a mystery to you. Before trying to optimize your landing page, get to know some common landing page optimization terms:

  • Benefit statements: Benefit statements show how your product or service solves an immediate problem. Benefit statements often address base motivators like saving time, making money, increasing business, or improving looks.

  • Bounce rates: Measured in percentages, the bounce rate represents the number of visitors who leave your page within a specified period of time or pages viewed.

  • Call to action: Directions within an ad or landing page prompting a user to take a specific action.

  • Conversion: A desirable action taken by an online visitor, such as buying a product, signing up for a newsletter, joining a mailing list, and so on.

  • Cost per click (CPC): CPC represents the amount you (as an advertiser) pay each time a user clicks on your ad.

  • Click through rate (CTR): The CTR is a method of gauging success for online advertising campaigns. The CTR represents the number of clicks your ad receives divided by the number of times your ad is shown.

  • Demographic profile: Demographics refer to the statistical characteristics of a segment of the population. Customer demographics identify the specific characteristics of your customers, allowing you to segment your visitors.

  • Fold: The fold refers to the viewable area on the computer screen that visitors don't have to scroll to see more content. It is known by several names, including the fold, above the fold, or viewable area.

  • Landing page: A landing page is the Web page your visitors arrive at after clicking an online ad, e-mail link, following a search engine result, or any form of offline advertising campaign such as radio ads.

  • Search Engine Optimization (SEO): Increasing visitors to your Web site or landing page by improving positioning within browser search results.

  • Split test: A test that randomly divides traffic between two or more landing page designs to identify the one which generates the most conversions.

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