If you have a landing page and you have viewers visiting it, you're probably looking to turn those viewers into engaged customers.
This process is known as website conversion, and a website conversion rate can be measured by the number of viewers you have to your site versus the number of visitors you have actually engaging with it and responding to your call to action. There are a number of strategies and tests that can help with website conversion rate optimization:
A/B testing (also known as split testing)
This type of testing allows you to isolate one aspect of your page (such as images, text, or calls to action) in order to see what's working and what's not. You may find that your page has a low conversion rate, so you want to try using different images on it. A/B testing allows you to keep everything as it is, but replace the old images with new ones. If your conversion rates on the page with new images improve, you know that it was your images hindering people from taking action. If not, you can isolate and test a different part of your landing page until you find what needs to be changed and what is working well.
Similar to A/B testing, multivariate testing allows you to test out different combinations of elements to see what combinations work best. Instead of only changing one aspect of your page, multivariate testing allows you to change multiple variables, and see how different copy, colors, images, and fonts can work together to optimize your website conversion rate.
As straightforward as it sounds, an on-page survey is simply a survey that appears to users and asks them questions about aspects of your landing page. Though it may be hard to get visitors to actively respond, an on-page survey can give you great feedback, as it allows you to ask the questions you have and get straight answers. This can be useful for asking viewers what they do and don't like about your website, and what could make them want to engage more with it.
These strategies can help you determine what to change and keep on your landing page, and turn your viewers into customers faster.