Your most-visited landing page is also your biggest opportunity. It already gets attention, so even small improvements in how it turns visitors into leads can make a major difference to your pipeline. That’s why Examinetics asked us to redesign the most popular page on its website. Since the new page went live, “Request a Quote” form submissions have increased 146%.
The short answer: Landing page optimization is the process of improving a landing page so more visitors take the action you want, such as requesting a quote, booking a call or making a purchase. The most reliable approach is to study how visitors actually use the page, keep what already works, fix what doesn’t and test changes until the page converts better. For Examinetics, that process led to a 249% increase in traffic, a 129% increase in events and a 146% increase in quote requests.
The Results at a Glance
| Metric | Result |
|---|---|
| Traffic | +249% |
| Events from the new landing page | +129% |
| “Request a Quote” form submissions | +146% |
What Is Landing Page Optimization?
Landing page optimization (LPO) means improving the elements of a page, including its layout, messaging, calls to action, forms and visuals, to increase the share of visitors who convert. It’s a core part of conversion rate optimization (CRO), and it works hand in hand with SEO: SEO brings the right people to the page, and landing page optimization makes sure more of them take the next step.
Good landing page optimization is based on data, not opinions. Analytics, heatmaps and testing show what visitors actually do on the page, which is often different from what a team assumes they do.
The Client: A National Occupational Health Provider
Examinetics, based in Overland Park, Kansas, has more than 50 years of experience providing occupational health testing and medical exams. It serves more than 3,000 clients across 15,000 facilities nationwide.
Its Hearing Testing page was the most visited page on the site and a key source of new business. Examinetics wanted that page to drive more organic traffic and generate more leads, and asked us to give it an entirely new, custom design without losing what was already working.
How We Optimized the Landing Page
1. Studied How Visitors Used the Existing Page
Before designing anything, we analyzed the existing Hearing Testing page using customer heatmaps. Heatmaps show where visitors click, how far they scroll and which sections they ignore. That data revealed which parts of the page were engaging visitors and which needed improvement.
2. Kept What Already Worked
Because this was already Examinetics’ most popular page, a full rebuild carried real risk. Instead of replacing everything, we balanced preserving the elements that were already producing results with improving the ones holding the page back.
3. Made the Calls to Action Impossible to Miss
The page already had three calls to action. We made them more prominent so visitors who were ready to act could find the next step right away, without hunting for it.
4. Tested and Iterated
We tested different design solutions and refined the page over several iterations, using heatmap reports to guide each round. The final design kept the proven elements and strengthened the ones that needed work.
5. Paired the Page With SEO
The redesign was part of an ongoing SEO campaign for Examinetics, so the improved page was supported by work to bring more qualified searchers to it.
The Results
Since the new Hearing Testing and Home pages went live, Examinetics has seen a 249% increase in traffic and a 129% increase in events from the new landing page. Most importantly, “Request a Quote” form submissions increased 146%, giving the sales team significantly more leads from the same core page.
Examinetics’ marketing director put it simply: “We won’t use any other SEO agency.”
Landing Page Optimization Checklist
Use these steps to optimize your own landing pages:
- Start with your highest-traffic pages. Improvements to pages people already visit pay off fastest.
- Collect behavior data first. Use heatmaps, scroll maps and analytics to see how visitors actually use the page before you change it.
- Protect what’s working. Identify the sections and elements already driving conversions and keep them.
- Make one clear next step obvious. Calls to action should be visible, specific and repeated at natural decision points on the page.
- Match the page to search intent. The headline and first screen should answer what the visitor was searching for.
- Keep forms simple. Ask only for the information you need to follow up.
- Add proof. Client counts, experience, reviews and results build trust at the moment of decision.
- Test and iterate. Treat the first redesign as a starting point and refine it based on data.
- Measure the right outcome. Track form submissions, calls and other conversions, not just traffic.
Frequently Asked Questions
What is landing page optimization?
Landing page optimization is the process of improving a landing page’s design, content and calls to action so a higher share of visitors convert. It relies on data from analytics, heatmaps and testing to decide what to change.
How do you increase website conversions?
Focus on your highest-traffic pages, study how visitors use them, make calls to action clearer, simplify forms, add trust signals and test changes over time. For Examinetics, redesigning a single high-traffic landing page increased quote requests 146%.
Should I redesign my landing page or make small changes?
It depends on what the data shows. If a page is fundamentally outdated, a redesign may be the right move. Either way, keep the elements that already work. Examinetics’ new design preserved what was performing while improving what wasn’t.
How do heatmaps help with landing page optimization?
Heatmaps show where visitors click, how far they scroll and what they ignore. That makes it easier to see whether calls to action are being noticed, which content holds attention and where visitors lose interest.
Does landing page optimization help SEO?
They support each other. SEO brings qualified visitors to the page, and a better page experience keeps them engaged and converts more of them. Examinetics’ landing page redesign ran alongside an ongoing SEO campaign.
Want More Leads From the Traffic You Already Have?
Your best landing pages may be one redesign away from producing significantly more leads. We can review your highest-traffic pages and show you where they’re losing conversions. Read the full Examinetics case study, explore our website design and development services, or get a free quote to talk through your goals.
