Landing page optimization is vital. You’re wasting the effort driving traffic to your site if you’re not spending at least an equal amount of time, resources, and effort converting it into registrations, leads, product trials or sales.
This is an example of a landing page I developed while a McAfee Program Manager. I wrote it for a technical audience, emphasizing the breadth of vulnerabilities the system could detect and identify. It also included a social proof metric, the 80,000 sites that McAfee was protecting using the same technology. Leads were captured and distributed through our internal CRM system to our outbound sales force.
While driving traffic to the page using PPC ads, I iterated it into a thing of visitor-converting beauty.