Landing Page Optimization for more Sales not more Traffic
If you run a website, especially a commercial site, you know how important visitor traffic is to the success of your website. You also probably spend a lot of time and money trying to increase the amount of traffic you get through the search engines and other promotional channels.
But do you spend as much money in getting more from your existing visitors ?
I’m pretty sure the answer would be NO.
To most webmasters, website owners and marketers getting more traffic from the search engines has become the holy grail and a virtual obsession. A great many schemes and software exist to increase visitor traffic to a site, but few exist to get more from the traffic you already get.
Let me try to illustrate my point with a particular scenario. Assume by spending 15 hours a month we get 1,000 extra visitors to our site at a cost in our time of $750.
Or let’s assume we use Google Adwords to drive 1,000 more visitors per month to our site costing 75cents per click, so that’s $750 per month.
Let’s further assume the landing page visitor traffic is sent to converts 2 in every 100 visitors into accepting an offer to buy a $100 product. The 1,000 extra visitors would generate 20 more orders worth $2,000. That gives us a net gain of $2,000 – $750 or $1,250 per month after deducting advertising costs. Over 3 months the net return would be $3,750.
Assume rather than promote the site or buy traffic using PPC we spend the equivalent amount of $750 per month on landing page optimization spread over 3 months.
Of the existing visitors assume 1,000 are presented with an optimized landing page which enables us to generate 50 orders, that’s 30 more orders than would have resulted from the current un-optimized web page.
The 30 extra orders that result from the landing page optimization would give us an additional monthly income of $2,250 after deducting our optimization costs of $750. In 3 months we would gain $6,750 or $3,000 more income than was achieved through sending additional traffic to the site.
So, if we compare the net gain from traffic promotion versus landing page optimization using the figures shown, landing page optimization clearly produces the better return and more profit.
Of course one might argue that with different numbers the results for landing page optimization would be different, or that these figures have been chosen to prove a point. However there is nothing special about the figures used, they are quite average.
Another great benefit to landing page optimization is that you do NOT pay for it month in, month out, like traffic promotion. Once the optimization is done you continue to reap the extra profit every month, at no extra cost.
You can calculate how long landing page optimization is likely to take with our online landing page optimization test duration calculator and determine if your page would be suitable for optimization using our online landing page optimization qualifier.
To get 1,000 extra visitors per month from traffic promotion methods we would need to keep promoting and with Google Adwords, keep up the monthly advertising spend of $750 per month, every month. The net gain from traffic promotion continues to be $1,250 per month.
Using landing page optimization on 1,000 existing visitors we stand to gain initially $2,250 per month rising to $3,000 per month after the 3rd month.
Using our 1,000 visitor scenario we have shown how it is possible to make far more money from landing page optimization than through traffic promotion.
About the Author: Tony Simpson provides web site design and web site optimization advice to enable site owners to get the most from their websites.

