Research shows that 55% of website visitors spend less than 15 seconds on a page. This makes it crucial to grab their attention immediately. Within these few seconds, visitors decide whether to stay or leave.
What is LPO and Why Do You Need It?
Landing Page Optimisation (LPO) is the process of refining the design, layout and content of a web page to make it more effective. The goal is to increase conversions by improving the page’s visual appeal, usability and alignment with your target audience’s needs. By enhancing the user experience (UX), you can not only encourage immediate actions like sign-ups or purchases but also build long-term customer loyalty by creating a seamless and engaging experience.
A report by Adobe and eMarketer found that businesses spent 92% more on attracting traffic than improving conversion rates. Meanwhile, 87% of marketers said they lacked the tools and resources for effective conversion optimisation.
To put it simply - a poorly optimised site won't convert visitors into customers, even if you have high traffic. Without conversion optimisation, companies lose potential sales and revenue, diminishing the return on their marketing investment and weakening their competitive edge over time.
What Can You Do?
Quick Usability Test:
If you think something isn’t working on your website, try this 5-Second Usability Test.
Here’s how:
- Take a screenshot of an important part of your website, like your homepage or a key product page.
- Show it to a small group—ideally a steering group, customers, or colleagues.
- Give them 5 seconds to view the page.
- Ask key questions like:
- What’s the name of the company?
- What does the company sell?
- What value does it offer users?
At PS/digital, we have successfully used campaign-specific landing pages for clients, smashing KPIs and delivering real measurable results.
Let’s talk about how we can optimise your website for growth and success.
