As shown in the image, a Home page has several links to go on that are related to information or services provided by the website, while Landing page consists of a single link i.e Call to action (CTA).

What is Landing Page Optimization?

Landing page optimization is a process used to sharpen up the performance of various page elements so as to increase the conversions from visitors who arrived on the targeted pages. 

Steps to optimize Landing Page:

• Define KPI such as Time on page (TOP), Conversion Rate, Total Sales, The Revenue Generated.

• Extract maximum information from the user, including first name, last name and email address.

• Focus on colour scheme and template design while designing your landing page.

• Content is another important element that should be taken care of, headline, sub-headline, description and Reviews should be drafted properly.

• Use A/B testing method. It is a method of comparing two versions of a web page or app to identify which performs better.

• Lastly, Call to action should be impressive.

How to Build a lead generation Landing Page?

It just takes 6 easy steps in building a landing page.

1. Select your landing page template and give your page a name.

2. Create unique content including striking images.

3. Choose relevant domain name.

4. Make sure all your links and CTAs are working.

5. Complete your meta description and SEO title.

6. Publish. 

Ways to track Landing Page Performance

Success of Landing page can be measured by using Google Analytics. Following are the metrics that can be considered for measuring the performance of landing page:

Page Visits: It gives the number of people visited on page. Higher the visitors, higher are the probability of conversions.

Traffic Source: This gives an insight about the source through which visitors found your site. It helps in deciding where to focus your energy and resources.

Bounce Rate: Bounce is a visitor who leaves the page immediately as soon as he arrives at the landing page. This indicates various attributes of landing page such as Lack of information or misinformation, Difficulty navigating page, Poor design. 

Conversion Rate: This is the rate at which an action is taken, such as a form fill, a download, a purchase or a newsletter subscription.

Time on page: It gives details of the amount of time spent by visitors on page. If the visitors are not spending enough time on your page, that means visitors are not getting what they are looking for.

Basically there is no individual tool that you can use to make improvement on your web page, rather use a blend of all the tools to identify the problem and take effective steps accordingly.