A practical approach for optimizing the conversion rate of a landing page’s visitors

Conversion rate optimization on a landing page is due to several factors, including design. This research attempted to measure the importance of certain components leading to the desired action to determine the key points to respect in the conception of a landing page that appears after clicking on a call-to-action button. We adopted both a quantitative and qualitative approach. The survey generated 221 respondents of which 216 had already visited a landing page after having a click. The aim was to measure the correlations between the components on the one hand and to determine the conversion rate on the other. The qualitative study was based on 50 people interviewed in front of a real landing page. It enabled us to define the components on which the visitors are most interested in conversion and to derive some guidelines.

1 Introduction

The emergence of digital technologies in the last few decades has given rise to a certain willingness on the part of sellers to capture consumers on the web. Online shopping is increasingly becoming a frequent behavior, the Internet has made a large amount of information accessible to consumers whenever they want it (Horváth, Bačík and Fedorko 2022). Professionals are faced with the need to invest determined and limited budgets in advertising campaigns. To do so, they are required to choose concrete objectives allowing them to reach a specific target audience and incite visitors to complete a purchase (Belanche, Cenjor and Pérez-Rueda 2019). It is considered to be a technique that brings in more revenue than costs by providing access to content (Shiller, Waldfogel and Ryan 2018).
Web advertising becomes a crucial element in current business promotion and one of the most rapidly expanding additions to the world of online marketing (Farhan and Yousaf 2016). Its development results from digital transactions between sellers and customers, qualifying online shopping as a daily and regular activity (Kral and Fedorko 2021). Before making a purchase, most consumers consult online reviews (Gafni and Golan 2016). Therefore, sales managers have to identify products and services using supporting tools to successfully conclude sales (Uberwimmer et al. 2021).
Web traffic refers to the data exposed and received by website visitors (Kim and Cho 2018), active users represent a vital element of the landing page of any e-commerce platform, and visits are involved in customer acquisition. As interest increases, offer representation becomes important (Zhou et al. 2019), mainly because the ultimate goal of sellers is to maximize the number of conversions, not the number of clicks (Shan, Lin and Sun 2018).
Landing pages are key elements of successful web advertising; they serve as the primary conversion point of the site due to the inbound traffic they generate (Miller 2015). They are how site visitors are transformed into leads and eventually sales. The main objective of a landing page is to maximize the conversion rate, concerning views, subscriptions, and purchases (Ayhan et al. 2018).
In terms of attracting the visitor’s attention to a given advertisement, it is necessary to focus on the landing page design. An attractive format with colors that emphasize the ad and make it easily understood is required (Farhan and Yousaf 2016) depending on its role. Optimizing a landing page is about the implementation of design guidelines leading to high conversions and providing a better user experience expressed by the desired action.
Algerians, on their part, and despite the instability of the environment, consent more and more to the experience of online shopping to access products and services diversified, affordable, and of good quality. Therefore, e-commerce companies continue to innovate to suit their customers (Iraten et al. 2022) (Wahiba 2021).
This paper aims to study the behavior of Algerian internet users likely to be exposed to a landing page dedicated to sales and resulting from a call-to-action button to draw some guidelines for a quality landing page’s design. We attempt through this work to provide answers to the following problematic question: How to build landing pages that convert traffic?
In response to the research question, we will be interested in certain aspects concerning online sales via landing pages, call-to-action buttons, clickthrough rates, landing page components, and conversion rates.

2 Literature review

To better explain the conversion path via a landing page, a brief literature review that focuses on the main concepts related to this topic is important. In the following, we will try to outline the contribution of a landing page in the fulfillment of a purchase action as well as synthesize a framework displaying the components that drive optimization.

2.1 Landing page and conversion rate

A landing page is a particular web page that appears in response to an ad, this is where a user arrives after clicking, it references the exact description of a product, service, or brand on the main site. Its conception plays a significant role in minimizing the number of visitors leaving the site with no action (Schreiber and Baier 2015). Thus, it is recommended for any website to have information on the products and services it offers to optimize the conversion rate translated by the percentage of visitors engaging in the desired target action (Bondarenko and Kravchenko 2019). It is unique in its focus on selling successfully by paying particular attention to site design (Tynchenko et al. 2021). Frequently, creating a landing page specific to an offer is preferable to a conversion page linked back to the site; however, every page on the site should have a conversion option (Miller 2015).
Because the goal of creating landing pages is to convert, it is vulnerable as a first step to making it easy for visitors to take action with a clearly labeled, highly visible call-to-action. The visual design of call-to-action buttons remains very difficult; it is the interface that can arouse emotions to serve as a hook to the visitor as well as for the information content that could be designed in many forms (Silvennoinen and Jokinen 2016). Call-to-action allows visitors to choose the most suitable navigation path according to the clickable choices, the visitor’s attitude towards the advertisement is an important determinant of conversion (Erdem, Durmuş and Özdemir 2017).
The click-through rate on ads mirrors the relevance towards the users (Yang and Zhai 2022); however, the chance that consumers click on it and complete a purchase is extremely limited. The unclicked advertisements are much more than the clicked ones (Xiong et al. 2019). Hence, a visually attractive online store may impulsively boost purchasing experience (Handayani et al. 2018).
Landing pages constitute the second major component of the visitor conversion process. The most effective landing pages achieve conversion rates close to 50%, while the least effective ones only reach 5% (Truphème 2016). Once visitors land after clicking on the call-to-action button, they should never have to leave unless they complete the conversion process. Conversion rate qualifies the expected conversion probability of the ad query allowing the visitor to take the desired action (Li et al. 2021), it refers to the percentage of browsing on a website that ends with a purchase in a specific period (Tang, Wang and Kim 2022). Being persuaded of its rare value, conversion is getting more challenging (Lu et al. 2017).

2.2 Landing page components

Although the fact that the presentation of the landing page elements at low intensity leads to a weak conversion rate, the saturation of the visual can negatively impact the conversion. The complexity of the presentation of the said page requires detailed research on the influence of each element (Jankowski, Hamari and Wątróbski 2019). Several criteria must be followed to create a landing page that converts. In the following, we have reproduced the essential components that lead to the success of its design.

Figure 1: Landing page components
Source: Synthesized by authors Miller (2015) and Stevens (2011)

2.3 Research gaps

The study of landing pages has been the subject of a minority of digital marketing research. The majority of these researches have focused on comparing two landing pages following the (A/B testing) method based on the page volume comparing visitor behavior of a long and a short landing page (Gafni and Dvir 2018). This study was conducted in a real-world commercial setting with 535 consumers followed by a series of online experiments that generated 27083 consumers based on two landing pages created by the authors. Web traffic was generated and obtained to both pages via online advertising. The results showed that the majority of respondents found a short, specific landing page to be more effective, as its content was considered to determine consumer decision-making and behavior.
Similarly, (Viswanathan and Swaminathan 2017) studied the key factors that create a quality landing page; the study was primarily based on the optimization of a call-to-action while leaning toward the main components of landing pages. Focus groups were conducted, and the results showed that colors, images, themes, and flashing ads have a positive impact on call to actions and landing pages with respective rates of 31.57%, 26.31%, 15.78%, and 15.78%.
In addition, (Stefanie Schreiber and Baier 2015) have used a new approach to optimize landing pages; the multivariate Bayes Hierarchical Choice approach (CBC /HB) which consists in studying the attributes that affect the preferences of customers. This work was based on an online questionnaire sent to customers of an online store selected by another landing page considered optimal. Customers choose between randomly created landing page concepts to determine which attributes to retain. The results showed that hierarchical analysis is an adequate approach to measuring landing pages, as it allows a fairly large number of product concepts using a short survey. However, this research only focused on a specific age category (over 50% of customers were over 45 years old) and only included a few website elements.
The lack of research dealing with landing pages and the focus of previous studies on each component separately has led us to detect some gaps and to address the following points:
– The relationship between a call-to-action and the conversion rate.
– The correlation between landing page components.
– The behavior of a landing page visitor and the spending time on.
– The most attractive landing page’s components.

The objective of this research is to demonstrate the main points to respect when creating a landing page dedicated to the promotion of an offer (product or service) taking into account the experience of the visitors according to their degree of appreciation.
We aimed to analyze the behavior of internet users likely to be exposed on a landing page that appears after clicking on a call-to-action, and then, observe their reaction to some included component to determine which elements they are more interested in, taking into account the information they want to find to optimize their conversion.

3 Methodology

Based on previous studies cited above, we tried to touch on the addressed points by adopting a mixed research approach (quantitative study and qualitative study). The value of this mixed approach was to determine the design features of a quality landing page that optimizes conversions. Unlike the study conducted by (Viswanathan and Swaminathan 2017) using focus groups among Indian internet users, we tried to reproduce the same logic with a different purpose and with a different sample constituted of Algerian Internet users. The goal was to better identify the conversion intention on the individual side, especially with the target audience of a real landing page dedicated to the commercialization of a product. We based our study on other details that were not previously covered, such as the most attractive components from the first moments, title and price placement, as well as testimonials and experiences.
To this end, we’ve strengthened our study with a literature review that highlights the path of Internet users facing advertising campaigns on the web. Focusing on conversion structured by a purchase action, we concentrated on the components of a landing page dedicated specifically to sales; indeed, other forms of conversion such as subscriptions, downloads, registrations … etc. could be the subject of the said page.
The qualitative approach seemed appropriate to us because it aimed to study the behavior of visitors in terms of interest and incentive to complete the conversion action. The quantitative study allowed us to collect measurable data such as the attitude of landing page visitors and the purchase action, the correlations between the components, and the relationship between the conversion action and the time spent on. This step helped us to extract some recommendations to better design a landing page dedicated to sales. This hybrid approach is part of an empirical-inductive approach that will allow us to observe visitors, in particular, to understand the conversion phenomenon and to draw recommendations.
To conduct the mixed-method approach, we first conducted the quantitative study for the period from 5/18/2022 to 6/21/2022 using an online questionnaire consisting of 13 questions to quantify certain components. The questionnaire reached a sample of 221 respondents, 216 of whom had already visited landing pages dedicated to a sale via call-to-action buttons. After the collection phase, the data were transferred to SPSS software and then statistically evaluated. A cross-tabulation was performed to describe the relationship between the click and the purchase; this test allowed us to observe the occurrences of the variable “purchase” according to the nature of the click leading to a landing page (by curiosity or by mistake). Similarly, we performed a Chi-square test of independence to measure the relationship between the conversion action (purchase) and the time spent on a landing page. To check whether there are correlations between some components of a landing page and whether they are of good quality, we conducted a principal component analysis.
To reinforce and complete the quantitative study, we opted for a qualitative one carried out with 50 women accustomed to online shopping. We exposed them to a real landing page that commercializes an organic cosmetic product with the main purpose of observing their behavior towards the page, especially to detect the most attractive components and to receive feedback on them separately. The collection and analysis of data were expressed through a directive interview guide divided into six sections and consisting of eight questions.

4 Results

4.1 Quantitative study

The questionnaire yielded 221 responses and the results were processed based on the 216 respondents who had previously encountered a call-to-action when browsing the web.
Age categorization of the respondents:

• Less than 20 years: 17.1%
• [21-30] years: 70.8%
• [31-40] years:10.6%
• [41-50] years: 1%
• More than 50 years: 0.5%

Gender categorization of the respondents:

• Women:75.9%
• Men: 24.1%

Professional status categorization of the respondents:

• Student: 56%
• Employed: 34.7%
• Unemployed: 9.3%

Out of the 216 respondents, we found:

• 53.7% of respondents clicked on a call-to-action out of curiosity to learn more about the proposed offers.
• 39.4% of respondents clicked on a call-to-action by mistake.
• 6.9% of respondents ignored a call-to-action while browsing the internet.

As a result, 201 respondents had already visited landing pages.

Call to action and conversion rate

Table 1: Cross tabulation click * purchase
Source: Authors

From the table above, which summarizes the relationship between a call-to-action and the conversion rate we found that:
• The conversion rate of those who went to landing pages by their will: (45/116) *100 = 38.79%
• The conversion rate of those who went to landing pages by mistake: (6/85) *100= 7.05%
Thus, we notice that the ones who went to landing pages voluntarily have a higher purchase intention (conversion) than the ones who went by mistake.

Conversion and the time factor:

Table 2: Chi-square test
Source: Authors

Table 3: Symmetric measurements
Source: Authors

The Chi-square test between the purchase (conversion) and the time spent on a landing page is significant (Sig=0.000 less than 0.05), so there is a relationship between the purchase and the time spent on a landing page. This relationship is strong and is 70.1% according to the Phi of Cramer result.

Principal component analysis
To explain the correlation among the landing page components and to summarize them in factors, we conducted a factor analysis in which we examined the interdependence relationship.

Table 4: KMO and Bartlett test of sphericity
Source: Authors

The approximate chi-square statistic is 125.870 with 15 degree of freedom, which is significant at the 0.05 level. Thus, the variables (components of a landing page) are correlated with the population. The value of the KMO statistic (0.629) is also large (sup 0.5); factor analysis may be considered an appropriate technique for analyzing the correlation matrix.

Table 5: Total variance explained
Source: Authors

The results above demonstrate that factor 1 accounts for a variance of 1.949 or 32.483% of the total variance. Likewise, the second factor accounts for 20.674% of the total variance, and the first two factors combined account for 53.157% of the total variance. Based on eigenvalues, only two factors have superior values than 1. Hence, two factors are to be retained.

Table 6: Matrix of components after rotation
Source: Authors

Table 6 above demonstrates that only variables (title, image and explanation) strongly correlate with factor 1 after rotation. The remaining variables (subtitle, colors and call button) strongly correlate with factor 2. We named Factor 1 „Content Factor“ and Factor 2 „Eye-catching factor“.

4.2 Qualitative study

To consolidate this research, we carried out directional interviews where we exposed 50 people to a landing page for which we have the number of visitors per day and the conversion rate. The interviewees were female, this choice was made because of the chosen landing page which sells products mainly dedicated to women.
The goal of this step was to detect the components that visitors focus on first a few moments after landing and to know their comments about a set of components to be able to extract some recommendations regarding the presentation of a landing page.
The studied landing page was created to promote one of the organic products marketed on the site (beautyandbio.net). It is a bath salt based on rose petals for female use. The page was equipped with the necessary information to make a purchase (purchase button, price, description, benefits, image, composition) and other components related to the main site (logo, social networking icons, links to other products …etc.). According to the beautyandbio.net website manager, the number of visits per day is estimated at 200 visits on average at a time when the conversion rate is estimated at 30%.

Table 7: Descriptive sheet of the studied landing page
Source: Authors

To realize the qualitative study, we conducted directional interviews with 50 women who were exposed to the landing page presented above. The interviews lasted 20 minutes each and were divided into five parts: self-introduction to put the interviewee at ease and create a certain sympathy, explanation of the role of landing pages, exposure to the landing page link, observation of the first reactions, launch of the eight questions, thanks and greetings to conclude the interview.

Table 8: Interview datasheet
Source: Authors

The subsequent section will present the results of our qualitative study, summarizing the verbatim statements formulated by our interviewees during the structured interviews.

Table 9: Qualitative research results
Source: Authors

The results of the qualitative study showed that interviewees were in favor of the studied landing page, finding it attractive, well-organized, and simply designed. The most captive components were considered to be the image and the colors. However, a few details that can hinder the conversion action were overcome during these interviews. Indeed, the title was inadequate and not representative qualifying it as unattractive. Therefore, it’s imperative to be carefully written as well as to represent the offer. The lack of testimonials and experiences was pointed up by most of the interviewees, they strongly recommended introducing them as a source of credibility, attractiveness, and assurance.

5 Discussion

The quantitative study showed that the majority of the surveyed people have already reached landing pages via call-to-actions when surfing the Internet. The number of visitors who have completed a purchase action remains considerable.
A landing page created for a purchase objective positively contributes to conversion with a rate of 38.79% for the ones who visited them after having a click by their will. Yet, some mistaken clicks also drove conversions, with a rate of 7.05%, qualifying the use of landing pages as a favorable conversion device.
Likewise, the findings demonstrated a high degree of direct relationship between time spent on and conversion at a level of 70.1%. Based on Cramer’s Phi test, the time spent is governed by the conversion action, indicating that converting visitors tend to spend longer on the referring page.
Factor analysis enabled us to conclude that the analysis was appropriate. It yielded correlations among some components, allowing us to divide them into two important factors that should be involved in bringing visitors to a conversion action. The first factor, we named the „Content Factor“, comprises (title, image, and explanation) items explaining the proposed offer and delivering the necessary information to understand the page. The second factor we named the „Eye-catching Factor“, comprises (subtitles, colors, and call button) elements that help to entice visitors.
Based on the results of the qualitative study, the presentation of a landing page should grant a high degree of emphasis on all the components, particularly graphic representation and, colors, since they are the most captured by the visitors from the first moments.
It is best to opt for a simple, clear, and well-organized design to attract visitors’ attention and keep them longer on the landing page, thus increasing the conversion chance. The formulation of the title in turn should be carefully drafted, the results of this study have shown a high level of dissatisfaction of the interviewees against the title of the studied page, its placement should also be revised, the interviewees proposed to place it at the top just before the graphic representation.
The inclusion of opinions in the box reviews is of significant value; the majority of the interviewees stated the absence of reviews; they consider that the experience of other people may help them to reach a decision and to move positively (convert) if the reviews are favorable. Reviews (testimonials and experiences) on landing pages are a point to consider; they are an element of conversion incentive, assurance, and credibility.
In addition, our interviewees recommended some points for proper landing page conception; they suggested detailing the proposed offer including more clarifications on composition, usage method, product benefits, and delivery price on the same page, with no need to navigate to a separate page of the site.

6 Conclusion

This research aimed to determine how to develop a landing page to optimize conversion, on which components to focus and the ones to include. To accomplish this, we conducted both quantitative and qualitative approaches. The quantitative study was mainly performed to establish correlations among a set of landing page components, whereas the qualitative one allowed us to underline some guiding aspects while creating the latter page.
The results showed that the conception of a landing page appearing after clicking on a call-to-action button requires a certain number of criteria, according to the visitors’ assessment that constitutes the keystone of the successful advertising action. We found that some elements are highly correlated and should be part of any landing page to optimize conversion, while other components remain more valuable due to the attention paid by visitors in the early stages.
As this research highlighted the essential points to be considered and projected other elements that the visitor would like to include to help them take action and convert, like all research, this study remains a part of a large domain in which we have targeted a few points based on the literature review.
Despite its significant contribution to knowledge and practice, this study has certain limitations that restrict the generalization of the results obtained. First, the quantitative study was limited to a sample of Algerian Internet users, so the results may only reflect the opinions of Algerians online. Subsequent researchers are also cautioned to generalize the results with caution due to the small sample size due to the inability to interview the entire population. Similarly, the interviews were conducted with women only due to the category of the landing page studied; however, even men could be interested in the product offered by the said page.
Another limitation of the study was the context. The landing page is dedicated to a promotional purpose; the conversion in this case represents the purchase. However, other forms of conversions could exist for other landing pages created for other purposes (registration or download).
The research being limited to the Algerian case could be extended to other geographical areas to verify if the most attractive components of a landing page differ. Researchers are encouraged to conduct similar studies in a larger context and in other samples to be able to generalize the results as the research did not take into consideration every included component.

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Kľúčové slová/Key words

landing page, conversion, web advertising, visitors
vstupná stránka, konverzia, webová reklama, návštevníci

JEL klasifikácia/JEL Classification

M31, M37

Résumé

Praktický prístup k optimalizácii miery konverzie návštevníkov vstupnej stránky
Optimalizácia miery konverzie na vstupnej stránke je spôsobená viacerými faktormi vrátane dizajnu. Tento výskum sa pokúsil zmerať dôležitosť určitých komponentov vedúcich k požadovanej akcii s cieľom určiť kľúčové body, ktoré treba rešpektovať pri koncipovaní vstupnej stránky, ktorá sa zobrazí po kliknutí na tlačidlo výzvy k akcii. Uplatnili sme kvantitatívny aj kvalitatívny prístup. Prieskum vygeneroval 221 respondentov, z ktorých 216 už navštívilo vstupnú stránku po kliknutí. Cieľom bolo zmerať korelácie medzi jednotlivými zložkami na jednej strane a určiť mieru konverzie na strane druhej. Kvalitatívna štúdia sa zamerala na 50 ľudí, s ktorými sa uskutočnili rozhovory pred reálnou vstupnou stránkou. Umožnila nám definovať komponenty, na ktorých sa návštevníci najviac zaujímajú o konverziu, a odvodiť niektoré usmernenia.

Recenzované/Reviewed

22. October 2022 / 26. October 2022