CRO Glossary
Landing Page Optimization
The practice of improving a specific landing page's design, copy, and layout to increase conversions.
Landing page optimization focuses on a single page — often the destination of an ad campaign or email link — and iteratively improves it through testing. Unlike broad site redesigns, it's tightly scoped: headline, hero image, form length, social proof, and calls to action are typical levers.
Because landing pages usually serve one specific traffic source and goal, they're a natural fit for focused A/B tests with clear minimum detectable effect (MDE) calculations. A common example: testing a short signup form (name + email) against a longer one (name, email, company, phone) to see whether fewer fields increase completions enough to outweigh any drop in lead quality — a classic form friction tradeoff.
Good landing page optimization also accounts for message match — keeping the page's headline and offer consistent with whatever ad or email brought the visitor there. A mismatch between promise and delivery is one of the most common reasons a landing page underperforms regardless of design polish.
Related terms
Above vs Below Median Split
A segmentation technique that divides users into two groups at the median of a metric to compare high and low engagers.
Qualitative Feedback Loop
A recurring process of collecting and acting on user comments, session recordings, and survey responses to inform test hypotheses.
Experiment Metadata
The structured record of who, what, when, and how for a test — hypothesis, owner, dates, variants, and metrics used to track and audit it.
Pre-Test Analysis
The upfront work of validating traffic, metrics, and baseline data quality before launching an experiment.
Above-the-Fold vs Below-the-Fold Messaging Hierarchy
How the order and prominence of value-proposition messaging is split between the visible screen and the rest of the page.
Experiment Contamination
When a control or variant group is unintentionally exposed to the other condition, corrupting the comparison.
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