# Landing page optimisation (LPO): what it is and how it works
> Landing page optimisation (LPO) improves a landing page so that more visitors take the intended action.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/lpo-landing-page-optimization.html

# Landing page optimisation (LPO)

Landing page optimisation (LPO) is the process of improving a landing page so that more visitors take the intended action

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It examines elements such as consistency between the ad and the page, the headline, the value proposition, the form, the call to action, loading speed and how much trust the page conveys. It draws on analytics, heatmaps, session recordings and user testing to find points of friction.

Changes are validated through experiments such as A/B tests, which compare two versions, or multivariate tests, which combine several elements at once. LPO is part of conversion rate optimisation (CRO), which covers the whole site and journey rather than the landing page alone.

Also known as

Landing page optimization

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Landing page](https://www.zorraquino.com/en/dictionary/advertising/landing-page.html)
- [CRO](https://www.zorraquino.com/en/dictionary/digital-marketing/cro-conversion-rate-optimization.html)
- [A/B test](https://www.zorraquino.com/en/dictionary/digital-marketing/ab-testing.html)