Before delving into the specifics of landing page optimisation, three key concepts of online marketing need to be taken into consideration. These three concepts can be outlined as follows:

  • Online Acquisition –  the physical process of bringing people to your website or landing page
  • Online Conversion – persuading site visitors to convert to your online services
  • Online retention – building rapport with site visitors and increasing relationship value

All three steps are dependent on one another. Lack of acquisition activities will limit traffic, leading to low conversion rates which will in turn restrict the number of leads or customers. A balance between all three factors is paramount to your website’s success.