Online marketing is not only all about acquiring traffic for your website or app that includes free website traffic and paid advertising traffic. Especially when you investing into buying paid traffic from different channels (including search engines, social media, and more), you should ensure your website and landing pages are highly effective to convert your website visitors into leads and/or sales.

The offers

Before running into serious optimization of your landing pages which would require intense involvement from your tech development department, you may consider optimization that would require lighter I.T. resources. Offers that can be tested on a typical paid advertising landing page include:

  • Provide a free trial sign up to your users.
  • Give out a free ebook or video to allow users to learn more information about the industry your business is into.
  • Directly offer a free gift or free bonus when a customer actually purchases a particular product.
  • Offer a time limited discount, or a coupon for some selected products.
  • Give free shipping – All customers want to have their purchased items delivered to them free of charge.
  • Provide 100% money back guarantee for some specific products.
  • For business-to-business, the owner or consultant may offer a free consultation. In the legal industry, lawyers may be well suited to offer such free consultation to their potential customers.

The call-to-actions

There are two main outcomes of a visitor after she has arrived on your landing page. The first outcome is to have done nothing and left the site entirely. The second outcome is a positive one, in which the visitor actually clicks on some clickable elements on the page. But the one most important element you always want the visitor to click is the purchase or buy button, which is known as the call-to-action (CTA) button.

Sometimes offers may not be enough to get the visitor to keep engaging on the landing page. This is the case of the first outcome. But there are different ways of using call-to-action buttons that can be tested on your landing page. A CTA may consist of a snippet of text and a mechanism (such as a clickable button) that shows a message or phrase which implies the website visitors to take an action right over there. Consider the two cases.

  • A single button that shows a phrase “buy now”.
  • A combination i.e. Right before the CTA button, the page displays a big headline and a sub-headline. The headlines provide more context for the introduction of what is going to happen when the visitors actually click the call-to-action button.


At the end of the day, the main goal of the marketer is to optimize the landing page for a lower bounce rate and higher conversion rate (i.e. the first stage of conversion which is for the visitors to click the CTA button).