An Intro to Landing Page Optimization with

By Tinuiti Team

Landing page optimization is one of the most under-appreciated ways to increase online sales dramatically. Even an uptick in conversions by .1% can add tens of thousands to your store’s total online sales each year. To help get the word out, we sat down with Oli Gardner, Director of Marketing & Founder of, a company that provides web-based landing page optimization and analytics software.

1. Why is landing page optimization so important for online retailers to do?

Oli: Online retailers typically have hundreds or thousands of products (consider Amazon for example). Each of these pages contains a product for sale, but is essentially the same page in terms of it’s templated layout, design and messaging. Every page that lives inside a website (as opposed to a standalone targeted landing page) can have 10s to 100s of leaks in it – links or ads that can draw peoples attention away from your goal of selling a particular product.

If you imagine this happening to one product – then multiply that by the number of products you’re selling, that’s a lot of missed opportunities. Therefore every extra % conversion point you can squeeze out of your pages can have a big multiplicative effect on your bottom line.

You can think of an un-optimized page like a 5-lane bridge. 2 lanes have cars driving happily across the bridge to the other side (ConversionLand) while the other 3 lanes end abruptly causing the cars to plunge into the water – in other words, leaving your page/site. By fixing one lane (removing distractions like ads, extra links etc.) you are optimizing your page.

2. What’s the main reason why so many online retailers don’t invest resources into landing page optimization, and how does Unbounce help solve that problem?

Oli: There are a couple of factors that prevent retailers from investing in optimization:




Unbounce solves these problems in a number of ways:

1. By being a completely hosted solution, we place the responsibility of creating, publishing and A/B testing pages directly in the hands of marketers – removing the need for I.T. or development.

2. Targeted at the small to mid-sized market, Unbounce provides a monthly cost-effective way to operate an optimization program.

3. We have a network of talented optimization specialists that we recommend to our customers to help them get the advice and help they need.


3. What are a few best practices online retailers can use now to start optimizing their landing pages?

Oli: One of the best practices you can learn to adopt is to listen to your customers. There are numerous feedback tools available that can be added to your important pages to learn what barriers your potential customers are facing – which can be fed back into an A/B test to optimize your page.





Get Started with a Free Trial of Unbounce

If you’d like to start improving your conversions and creating landing pages for your retail marketing campaigns, you can get a 30-day free trial of any Unbounce account. You will also get 50% off any plan if you enter the coupon code “cpcstrategy503” on the second page of the signup process.

Full disclosure: This is not a sponsored post. We just know the impact landing page optimization can make to our client’s online sales and wanted to share that with you.

Do you have any experiences with landing page optimization? Share your thoughts below.

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