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The core principles of landing page optimization
2026-02-28 21:34 Diff
https://www.dynamicyield.com/lesson/landing-page-design/
Summarize this articleHere’s what you need to know:
Landing pages are the gateways to converting visitors into customers. Design them with clear goals and target audiences in mind.
Craft compelling copy using bullet points, clear language, and avoiding jargon. A strong call to action (CTA) should be prominent, using contrasting colors or whitespace to grab attention.
Build trust and credibility with testimonials, case studies, and logos of well-known clients. Include a high-quality hero shot that visually represents your product or service.
Clearly explain the benefits of your offer and how it solves your target audience’s problems. Remember, landing page optimization is an iterative process. Continuously test different elements to see what resonates best with your audience.
Personalize and segment your content to deliver the right message to the right users, maximizing conversions and improving the overall user experience.
Keep your landing page design clean and uncluttered. Fold the most important information above the fold, and leverage A/B testing to refine headlines, copy, and layouts for optimal performance.
For any marketing effort to be effective and profitable, you have to attract potential customers to the most relevant pages on your site. Converting them into paying customers can sometimes turn out to be a difficult task. Wouldn’t it be nice if the pages your visitors land on would offer exactly what your visitors were looking for in the first place? That’s exactly why we use targeted landing pages.
By acquiring traffic via dedicated landing pages, we could potentially increase the likelihood of converting that traffic into paying customers.
But first, what is a landing page?

In online marketing, a landing page is defined as a web page that serves as the first page the visitor has landed on when he or she visits your site. A landing page could be the page the user has landed on after clicking on a Google search result, or after clicking on links from other sites, paid media banners, social media posts, email links, and so on. For example, when you advertise on Google Ads, your ads’ destination URLs act as landing pages.
A landing page usually includes a clear call-to-action tied to a desired primary objective, such as capturing leads, generating sales, increasing sign-ups, driving content downloads and such. Regardless of the specific objective, typically, the wider goal remains the same: To convert visitors into qualified customers.
Continuous optimization to the layout, copy, and design of your landing pages, to improve the overall landing page experience and relevancy to the specific target audience, are essential steps in order to guarantee high conversion rates and better performance.
Landing pages are typically broken down into five elements:

1. The copy

Create a clear and engaging copy that will inspire your prospects to take action. Build their trust and confidence in a clever and creative way. Write for them; not to them. Show off your benefits before the features, and explain what you can do for your clients. Format your headlines and body text in a clear layout, making it easy to read and follow by implementing easy-to-scan bullet points, emphasized words, sentences, sub-headlines, etc. Never underestimate the aesthetics.
In many ways, the copy matters more than ever in marketing today – but for some reason, many marketers don’t invest enough time in it.
Here are some tips to help you write better copy:
Write in a clear and conversational way. Drop the buzzwords and marketing fluff. Write like you talk, in first person. Exactly like you would write an email to a friend.
Structure the copy around a single objective. There should be a strong, clear call-to-action. The text around it should encourage readers to tak action and reinforce the CTA.
Include social proof based on real examples. Fill the copy with real examples, from real people and real brands. Forget about using generic stock photography and fake stories. Be authentic and real.
2. The call to action (CTA)

Create a clear and strong call to action (CTA) and make it stand out in the copy and design. It is usually a good rule of thumb to use contrasting colors or surround the CTA button with whitespace to distinguish it from other elements. Consider different patterns, layouts, proportions, and sizes.
Choosing the right size and design is very important since you want it to be attractive and motivational, but you don’t want it to be disproportionately large; otherwise, it may overpower everything else.
As for the language, choosing the right words can make a huge difference with conversion performance. Be descriptive and straightforward, and don’t settle for standard, boring “submit” or “send” call-to-actions.
3. Trust indicators

Showcase positive testimonials, related endorsements, reviews, successful case studies, well-known logos of clients you’ve done business with, professional certificates you’ve earned, awards you’ve won and so on. The benefits of using social proof elements have been shown already in many landing page case studies.
Boost your credibility and reduce anxiety or any major decision making restraints. Help the potential buyer. And be authentic and real by using screenshots of tweets from real people, showing real photos of your customers, sharing screenshots of emails with good feedback, and so on.
Although it may require quite an effort to get authentic and impressive social proof, especially for new brands, it’s one of the most influential selling tools you can on your landing page. It will be worth your while.
4. Hero shot

The “hero shot” is a graphical representation of your product or offer – placed in a prominent position on the page while directly supporting the headline and overall messaging – in the right context and to the right users. A great hero shot can motivate a sense of empathy and grow an interest in your offering.
A photo of your actual product or team members would be seen more trustworthy than a stock photo image. So keep it real. Remember that smiling faces may increase conversion rates.
5. Benefit statement

Include a detailed explanation about your offer’s benefits. For easy reading, it is always a good idea to organize the benefits using bullet points instead of a one-block paragraph. Describe the problem you’re solving, and remove unnecessary adjectives.
Stick to the essence and communicate with your prospects in a clear, focused manner.
Designing a high-converting landing page experience

One of the most challenging obstacles to achieving experience optimization objectives is the lack of a clear and concise strategy. While there’s no one perfect landing page creation process to fit all use cases, there are four steps I follow whenever I’m designing a new landing page:
Step #1: Know your target audience

Knowing your market is the very first step in any landing page creation process. Before planning your perfect landing page, ask yourself the following questions:
Who is your ideal target audience?
Why would they be interested in what you offer?
What is the pain you’re solving?
How do you solve that?
Fully understand your target audience’s personas and unique needs and, then, tailor your messaging accordingly. If you’ve already collected visitor data with your website or other landing pages, you can uncover some of those valuable insights with your web analytics software. For example, I usually use the Demographics and Interests reports in Google Analytics to understand the breakdown of age, gender, in-market segments, and categories of my audience. Conducting additional surveys and interviews could be a good way of learning more about the pains of your potential customers.
Step #2: Determine your business goals and key performance indicators (KPIs)

Carefully define the objective and stick to it throughout the entire working process. Make sure you’re focusing on just one objective. This is especially important to eliminate any unwanted choices and unnecessary distractions. It would be a good idea to stick to the KISS principle: don’t make your visitors think too much about actions they are expected to take.
Safely guide them and show them the way to reach their goals quickly and efficiently. The main objective should be clear and prominent on your page. Every single element on your page, whether it’s an image, plain text or a video item, should directly support this one, single, desired action.
Step #3: Design the landing page experience with both business goal and customers in mind

Create a very neat and clean design and layout. Start with a simple wireframe and work around it with your UX experts or web designers. A more effective tactic would be to simplify the landing page creation and redesign, which is also one of the most difficult tactics.
Pay careful attention to the fold. While there’s no general right or wrong in planning long or short landing pages, it’s quite important to include your top unique selling propositions above the fold where the page’s initially viewable area exists. That way, you will be able to grab users’ attention faster. Don’t require your visitors to scroll down for the most valuable information you’ve got. Make it pop out!
Step #4: Continuously test and optimize

Approximately 90% of companies consider conversion rate optimization to be important and even crucial to their overall digital marketing strategy (source: Econsultancy). Ongoing landing page optimization is crucial to success. In fact, companies like Google, Amazon, Netflix, and Facebook run over thousands of experiments each year. As Jeff Bezos has once said: “Our success at Amazon is a function of how many experiments we do per year, per month, per week, per day.”
Optimization requires testing, and A/B testing is always a good methodology for optimizing your landing pages since you can never simply rely on hunch or gut feeling when guesstimating what will work best for your target audience. Test different headlines, page copy, page length, structure and element positioning, usage of navigation menus and any changes to the overall design.
Remember, testing is a continuous process, not a one-off procedure. There’s no finish line for an ongoing landing page conversion optimization process. (P.S. You can follow our 4-step conversion rate optimization plan to make it easier for you to build an ongoing CRO strategy!)
Keep in mind that your visitors are diverse, and one type of experience just cannot fit them all. Use advanced audience segmentation and personalization strategies to deliver the right content variations to the right users. The more you test and personalize, the more you’ll be able to maximize conversions and overall user satisfaction and experience.
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                                }</style><div class="lesson-content-sidebar-list"><ol><li class=""> <a href="https://www.dynamicyield.com/lesson/cro-plan/">Developing a conversion rate optimization strategy</a> <span class="mark-as-read" data-id="4218"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/never-run-out-cro-ideas/">How to never run out of conversion rate optimization ideas</a> <span class="mark-as-read" data-id="27626"></span> <span class="article-read-mark">Already read</span></li><li class="current"> <a href="https://www.dynamicyield.com/lesson/landing-page-design/">The core principles of landing page optimization</a> <span class="mark-as-read" data-id="2697"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/the-power-of-social-proof/">The psychology of social proof marketing to drive conversions</a> <span class="mark-as-read" data-id="10032"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/6-exit-intent-tactics/">Effective CRO tactics for personalized exit popups</a> <span class="mark-as-read" data-id="11666"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/weather-based-targeting/">How to use weather targeting for personalization</a> <span class="mark-as-read" data-id="9821"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/layout-personalization/">Personalizing websites with dynamic content layouts</a> <span class="mark-as-read" data-id="10171"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/tactics-for-high-impact-triggered-emails/">Tactics for sending high-impact triggered emails</a> <span class="mark-as-read" data-id="26095"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/push-notifications-strategy/">A personalized strategic approach to push notifications</a> <span class="mark-as-read" data-id="25095"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/right-way-wrong-way-email-ab-testing/">The right and wrong way to do email A/B testing</a> <span class="mark-as-read" data-id="30500"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/mobile-pain-points-into-experiment-design/">Turning your customers&#8217; mobile pain points into purposeful experiment design</a> <span class="mark-as-read" data-id="59161"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/careof/">Personalization that resonates: A Care/of case study</a> <span class="mark-as-read" data-id="24384"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/elkjop/">Building customer-centric digital experiences: An Elkjop case study</a> <span class="mark-as-read" data-id="148977"></span> <span class="article-read-mark">Already read</span></li></ol><div class="view-all-courses-wrap"> <a href="https://www.dynamicyield.com/learning-paths/" class="view-all-courses">Discover more courses<svg xmlns="http://www.w3.org/2000/svg" width="10.928" height="9.501" viewBox="0 0 10.928 9.501" style="&#10;"><path d="M10.929,4.753a.859.859,0,0,0-.19-.491L6.938.224A.835.835,0,0,0,5.892.16.736.736,0,0,0,5.9,1.2L8.577,4.041H.746a.733.733,0,0,0-.734.586.711.711,0,0,0,.7.84H8.577L5.9,8.3a.784.784,0,0,0-.008,1.038.8.8,0,0,0,1.037-.063l3.8-4.039a.652.652,0,0,0,.2-.483Z" transform="translate(-0.001 -0.003)"/></svg></a></div></div></div></div><div class="article-content"><div class="lesson-content-inner"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/learning-paths/" title="Learning Paths">Learning Paths</a> <a href="https://www.dynamicyield.com/course/cro-and-growth-marketing/">CRO and Growth Marketing</a></div><h1 class="article-title">The core principles of landing page optimization</h1><h2 class="article-excerpt">Designing an optimized landing page isn't exactly a cakewalk. If you want to build a high-converting landing page experience, keep the following fundamental principles in mind.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/yaniv-127.jpg"  alt="Yaniv Navot" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/yaniv/" title="Posts by Yaniv Navot" rel="author">Yaniv Navot</a></div><div class="article-author-title-text"> CMO, Dynamic Yield</div></div></div></div><div class="entry-content article-entry-content"><p></p><div id="WYNTK-Sec" class="what-you-need-to-know-sec"><p><img decoding="async" src="/wp-content/uploads/2020/09/star-icon.svg" style="width: 20px; margin-right: 5px; vertical-align: -2px;"><strong class="first">Summarize this article</strong><strong class="hidden">Here&#8217;s what you need to know:</strong></p><ul style="margin-left: 4px; font-size: 16px;"><li style="margin: 10px 0;">Landing pages are the gateways to converting visitors into customers. Design them with clear goals and target audiences in mind.</li><li style="margin: 10px 0;">Craft compelling copy using bullet points, clear language, and avoiding jargon. A strong call to action (CTA) should be prominent, using contrasting colors or whitespace to grab attention.</li><li style="margin: 10px 0;">Build trust and credibility with testimonials, case studies, and logos of well-known clients. Include a high-quality hero shot that visually represents your product or service.</li><li style="margin: 10px 0;">Clearly explain the benefits of your offer and how it solves your target audience&#8217;s problems. Remember, landing page optimization is an iterative process. Continuously test different elements to see what resonates best with your audience.</li><li style="margin: 10px 0;">Personalize and segment your content to deliver the right message to the right users, maximizing conversions and improving the overall user experience.</li><li style="margin: 10px 0;">Keep your landing page design clean and uncluttered. Fold the most important information above the fold, and leverage A/B testing to refine headlines, copy, and layouts for optimal performance.</li></ul></div><p></p><p>For any marketing effort to be effective and profitable, you have to attract potential customers to the most relevant pages on your site. Converting them into paying customers can sometimes turn out to be a difficult task. Wouldn’t it be nice if the pages your visitors land on would offer exactly what your visitors were looking for in the first place? That’s exactly why we use targeted landing pages.</p><p><strong>By acquiring traffic via dedicated landing pages, we could potentially increase the likelihood of converting that traffic into paying customers. </strong></p><h2>But first, what is a landing page?</h2><p>In online marketing, a <a href="https://www.dynamicyield.com/glossary/landing-page/">landing page is defined</a> as a web page that serves as <u>the first page the visitor has landed on</u> when he or she visits your site. A landing page could be the page the user has landed on after clicking on a Google search result, or after clicking on links from other sites, paid media banners, social media posts, email links, and so on. For example, when you advertise on Google Ads, your ads&#8217; destination URLs act as landing pages.</p><p>A landing page usually includes a clear call-to-action tied to a desired primary objective, such as capturing leads, generating sales, increasing sign-ups, driving content downloads and such. Regardless of the specific objective, typically, the wider goal remains the same: <strong>To convert visitors into qualified customers</strong>.</p><p>Continuous optimization to the layout, copy, and design of your landing pages, to improve the overall landing page experience and relevancy to the specific target audience, are essential steps in order to guarantee high conversion rates and better performance.</p><h2>Landing pages are typically broken down into five elements:</h2><p><img fetchpriority="high" decoding="async" class="aligncenter size-full wp-image-2708" style="border: 1px solid #eee6; margin: 20px auto; box-shadow: 0 0 10px #eee;" src="https://www.dynamicyield.com/wp-content/uploads/2014/07/landing-page-elements1-1.jpg" alt="Landing Page Elements" width="795" height="525" /></p><h3>1. The copy</h3><p>Create a clear and engaging copy that will inspire your prospects to take action. Build their trust and confidence in a clever and creative way. Write for them; not to them. Show off your benefits before the features, and explain what you can do for your clients. Format your headlines and body text in a clear layout, making it easy to read and follow by implementing easy-to-scan bullet points, emphasized words, sentences, sub-headlines, etc. Never underestimate the aesthetics.</p><p>In many ways, the copy matters more than ever in marketing today &#8211; but for some reason, many marketers don&#8217;t invest enough time in it.</p><p>Here are some tips to help you write better copy:</p><ol><li><b>Write in a clear and conversational way.</b> Drop the buzzwords and marketing fluff. Write like you talk, in first person. Exactly like you would write an email to a friend.</li><li><b>Structure the copy around a single objective.</b> There should be a strong, clear call-to-action. The text around it should encourage readers to tak action and reinforce the CTA.</li><li><b>Include social proof based on real examples.</b> Fill the copy with real examples, from real people and real brands. Forget about using generic stock photography and fake stories. Be authentic and real.</li></ol><h3>2. The call to action (CTA)</h3><p>Create a clear and strong <a href="https://www.dynamicyield.com/glossary/cta/">call to action (CTA)</a> and make it stand out in the copy and design. It is usually a good rule of thumb to use contrasting colors or surround the CTA button with whitespace to distinguish it from other elements. Consider different patterns, layouts, proportions, and sizes.</p><p>Choosing the right size and design is very important since you want it to be attractive and motivational, but you don’t want it to be disproportionately large; otherwise, it may overpower everything else.</p><p>As for the language, choosing the right words can make a huge difference with conversion performance. Be descriptive and straightforward, and don’t settle for standard, boring “submit” or “send” call-to-actions.</p><h3>3. Trust indicators</h3><p>Showcase positive testimonials, related endorsements, reviews, successful case studies, well-known logos of clients you’ve done business with, professional certificates you’ve earned, awards you’ve won and so on. The benefits of using <a href="https://www.dynamicyield.com/lesson/the-power-of-social-proof/">social proof</a> elements have been shown already in many landing page case studies.</p><p>Boost your credibility and reduce anxiety or any major decision making restraints. Help the potential buyer. And be authentic and real by using screenshots of tweets from real people, showing real photos of your customers, sharing screenshots of emails with good feedback, and so on.</p><p>Although it may require quite an effort to get authentic and impressive social proof, especially for new brands, it’s one of the most influential selling tools you can on your landing page. It will be worth your while.</p><h3>4. Hero shot</h3><p>The “hero shot” is a graphical representation of your product or offer – placed in a prominent position on the page while directly supporting the headline and overall messaging – in the right context and to the right users. A great hero shot can motivate a sense of empathy and grow an interest in your offering.</p><p>A photo of your actual product or team members would be seen more trustworthy than a stock photo image. So keep it real. Remember that smiling faces may increase <a href="https://marketing.dynamicyield.com/benchmarks/conversion-rate/">conversion rates</a>.</p><h3>5. Benefit statement</h3><p>Include a detailed explanation about your offer’s benefits. For easy reading, it is always a good idea to organize the benefits using bullet points instead of a one-block paragraph. Describe the problem you’re solving, and remove unnecessary adjectives.</p><p>Stick to the essence and communicate with your prospects in a clear, focused manner.</p><h2>Designing a high-converting landing page experience</h2><p><img decoding="async" class="aligncenter size-full wp-image-2699" style="border: 1px solid #eee6; max-width: 500px; margin: 20px auto; box-shadow: 0 0 10px #eee;" src="//www.dynamicyield.com/wp-content/uploads/2014/07/Landing-Page-Design-Process.png" alt="Landing Page Design Process" width="1000" height="553" /></p><p>One of the most challenging obstacles to achieving <a href="https://www.dynamicyield.com/article/experience-optimization/">experience optimization</a> objectives is the lack of a clear and concise strategy. While there’s no one perfect landing page creation process to fit all use cases, there are four steps I follow whenever I’m designing a new landing page:</p><h2>Step #1: Know your target audience</h2><p>Knowing your market is the very first step in any landing page creation process. Before planning your perfect landing page, ask yourself the following questions:</p><ul><li><strong>Who</strong> is your ideal target audience?</li><li><strong>Why</strong> would they be interested in what you offer?</li><li><strong>What </strong>is the pain you’re solving?</li><li><strong>How </strong>do you solve that?</li></ul><p>Fully understand your <a href="https://www.dynamicyield.com/lesson/personas-into-data-driven-profiles/">target audience&#8217;s personas</a> and unique needs and, then, tailor your messaging accordingly. If you’ve already collected visitor data with your website or other landing pages, you can uncover some of those valuable insights with your web analytics software. For example, I usually use the Demographics and Interests reports in Google Analytics to understand the breakdown of age, gender, in-market segments, and categories of my audience. Conducting additional surveys and interviews could be a good way of learning more about the pains of your potential customers.</p><h2>Step #2: Determine your business goals and key performance indicators (KPIs)</h2><p>Carefully define the objective and stick to it throughout the entire working process. Make sure you’re focusing on just one objective. This is especially important to eliminate any unwanted choices and unnecessary distractions. It would be a good idea to stick to the <a href="/glossary/kiss-principle/">KISS principle</a>: don’t make your visitors think too much about actions they are expected to take.</p><p>Safely guide them and show them the way to reach their goals quickly and efficiently. The main objective should be clear and prominent on your page. Every single element on your page, whether it’s an image, plain text or a video item, should directly support this one, single, desired action.</p><h2>Step #3: Design the landing page experience with both business goal and customers in mind</h2><p>Create a very neat and clean design and layout. Start with a simple wireframe and work around it with your UX experts or web designers. A more effective tactic would be to simplify the landing page creation and redesign, which is also one of the most difficult tactics.</p><p>Pay careful attention to the fold. While there’s no general right or wrong in planning long or short landing pages, it’s quite important to include your top <a href="/glossary/unique-value-proposition/">unique selling propositions</a> above the fold where the page&#8217;s initially viewable area exists. That way, you will be able to grab users’ attention faster. Don’t require your visitors to scroll down for the most valuable information you’ve got. Make it pop out!</p><h2>Step #4: Continuously test and optimize</h2><p>Approximately 90% of companies consider conversion rate optimization to be important and even crucial to their overall digital marketing strategy (source: <a href="https://econsultancy.com/reports/conversion-rate-optimization-report" target="_blank" rel="noopener noreferrer">Econsultancy</a>). Ongoing landing page optimization is crucial to success. In fact, companies like Google, Amazon, Netflix, and Facebook run over thousands of experiments each year. As Jeff Bezos has once said: “<i>Our success at Amazon is a function of how many experiments we do per year, per month, per week, per day.</i>”</p><p>Optimization requires testing, and <a href="https://www.dynamicyield.com/lesson/introduction-to-ab-testing/">A/B testing</a> is always a good methodology for optimizing your landing pages since you can never simply rely on hunch or gut feeling when guesstimating what will work best for your target audience. Test different headlines, page copy, page length, structure and element positioning, usage of navigation menus and any changes to the overall design.</p><p>Remember, testing is a continuous process, not a one-off procedure. There’s no finish line for an ongoing landing page conversion optimization process. (<b>P.S.</b> You can follow our <a href="https://www.dynamicyield.com/lesson/CRO-plan/">4-step conversion rate optimization plan</a> to make it easier for you to build an ongoing CRO strategy!)</p><p>Keep in mind that your visitors are diverse, and one type of experience just cannot fit them all. Use advanced <a href="https://www.dynamicyield.com/glossary/audience-segmentation/">audience segmentation</a> and <a href="https://www.dynamicyield.com/lesson/web-personalization/">personalization</a> strategies to deliver the right content variations to the right users. The more you test and personalize, the more you’ll be able to maximize conversions and overall user satisfaction and experience.</p><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Categories:</strong> <a href="https://www.dynamicyield.com/course/cro-and-growth-marketing/">CRO and Growth Marketing</a></div><div class="article-tags-block"> <strong>Tags:</strong> <a href="https://www.dynamicyield.com/tags/audience-segmentation/">Audience Segmentation</a><a href="https://www.dynamicyield.com/tags/customer-experience-management/">Customer Experience Management</a><a href="https://www.dynamicyield.com/tags/personalization-and-testing-frameworks/">Personalization and Testing Frameworks</a></div><div class="article-pagination"><h5>Continue reading</h5><div class="article-pagination-row lc-flex"> <a rel="next" style="background-color: #d3eef5" class="article-next-link pagination-link" href="https://www.dynamicyield.com/lesson/the-power-of-social-proof/" title="The psychology of social proof marketing to drive conversions">The psychology of social proof marketing to drive conversions</a><a rel="prev" style="background-color: #d3eef5" class="article-previous-link pagination-link" href="https://www.dynamicyield.com/lesson/never-run-out-cro-ideas/" title="How to never run out of conversion rate optimization ideas">How to never run out of conversion rate optimization ideas</a></div></div></div></div></div></article></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP&sup2; newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. 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        if(dy_search_params.has('utm_campaign')) {
            localStorage.setItem('utm_campaign', dy_search_params.get('utm_campaign'));
        }

        if(dy_search_params.has('utm_term')) {
            localStorage.setItem('utm_term', dy_search_params.get('utm_term'));
        }

        if(dy_search_params.has('mkt_tok')) {
            localStorage.setItem('mkt_tok', dy_search_params.get('mkt_tok'));
        }

        // Also, fill in the data inside the Marketo form once its available
        if(typeof window.MktoForms2 === 'object') {

            MktoForms2.whenReady(function(_form) {

                var form = _form.getFormElem();
                console.log('MKTO FORM READY');

                // Append the mkt_tok param if it exists in the URL
                var ls_mkto_tok = localStorage.getItem('mkt_tok');

                if(ls_mkto_tok) {

                    _form.addHiddenFields({
                        mkt_tok: ls_mkto_tok
                    });

                    _form.vals({ mkt_tok: ls_mkto_tok });
                }

                // Fill in the UTM data from localStorage
                var dy_utms = {
                    'utm_source': 'txt_source__c',
                    'utm_medium': 'txt_medium__c',
                    'utm_content': 'txt_content__c',
                    'utm_campaign': 'txt_campaign_name__c',
                    'utm_term': 'txt_term__c',
                    'gclid': ['GCLID__c', 'GCLID_c__c']
                };

                for(var i = 0; i < Object.keys(dy_utms).length; i++) {

                    var ls_key   = Object.keys(dy_utms)[i],
                        ls_value = localStorage.getItem(ls_key),
                        form_key = dy_utms[ls_key],
                        form_field;

                    if(ls_value) {

                        if(ls_key === 'gclid') {
                            ls_value = JSON.parse(ls_value).value;
                        }

                        if(typeof(form_key) === 'string') {
                            form_field = form[0].querySelector('input[type="hidden"][name="' + form_key + '"]');

                            if(form_field) {
                                form_field.value = ls_value;
                            }

                        } else {

                            for(var j = 0; j < form_key.length; j++) {
                                form_field = form[0].querySelector('input[type="hidden"][name="' + form_key[j] + '"]');

                                if(form_field) {
                                    form_field.value = ls_value;
                                }
                            }
                        }
                    }
                }

                // IP Address
                fetch('https://www.cloudflare.com/cdn-cgi/trace').then(function(result) {

                    result.text().then(function(values) {

                        values.split("\n").map(function(item) {
                            var pair = item.split('=');

                            if(['ip'].includes(pair[0])) {
                                form[0].querySelector('input[type="hidden"][name="IP__c"]').value = pair[1];
                            }
                        });
                    });
                });

                // GA ID and Referrer
                var dy_utms_cookie = {};

                document.cookie.split(';').forEach(function(el) {
                    var splitCookie = el.split('=');
                    var key = splitCookie[0].trim();
                    var value = splitCookie[1];
                    dy_utms_cookie[key] = value;
                });

                if(dy_utms_cookie["_ga"]) {
                    form[0].querySelector('input[type="hidden"][name="Visitor_ID__c"]').value = dy_utms_cookie["_ga"].substring(6);
                }

                if(dy_utms_cookie["personalize_referrer_string"]) {
                    form[0].querySelector('input[type="hidden"][name="Referral__c"]').value = dy_utms_cookie["personalize_referrer_string"].substring(6);
                }

                // ZoomInfo
                if(localStorage.getItem('ZoomInfoData')) {
                    var zoominfo_data = JSON.parse(localStorage.getItem('ZoomInfoData'));

                    if(zoominfo_data) {
                        form[0].querySelector('input[type="hidden"][name="Alexa_Rank__c"]').value = zoominfo_data.alexaglobalrank;
                        form[0].querySelector('input[type="hidden"][name="Employees__c"]').value = zoominfo_data.employeesrange;
                        form[0].querySelector('input[type="hidden"][name="Company_Revenue_Range__c"]').value = zoominfo_data.estimatedannualrevenue;
                    }
                }

                // Also, dispatch a dataLayer event on success
                _form.onSuccess(function(values, follow_up_url) {
                    window.dataLayer = window.dataLayer || [];

                    if([3739, 4802, 5094, 5110, 4946, 5076, 5116, 5171, 5172, 5173].includes(_form.getId())) {

                        window.dataLayer.push({
                            'event': 'demo_request_complete',
                            'eventCallback': function() {

                                if(follow_up_url) {
                                    window.location.href = follow_up_url;
                                }
                            }
                        });

                        return false;

                    } else if([3876].includes(_form.getId())) {

                        window.dataLayer.push({
                            'event': 'newsletter_signup_complete',
                            'eventCallback': function() {

                                if(follow_up_url) {
                                    window.location.href = follow_up_url;
                                }
                            }
                        });

                        return false;
                    }
                });
            });
        }</script> <script>if(typeof(jQuery) !== 'undefined') {
                $ = jQuery.noConflict();
            }
			function getUrlParameter(sParam) {
    var sPageURL = decodeURIComponent(window.location.search.substring(1)),
        sURLVariables = sPageURL.split('&'),
        sParameterName,
        i;

    for (i = 0; i < sURLVariables.length; i++) {
        sParameterName = sURLVariables[i].split('=');

        if (sParameterName[0] === sParam) {
            return sParameterName[1] === undefined ? true : sParameterName[1];
        }
    }
}
$(window).load(function(){
    var videoID = getUrlParameter('video');
    if(videoID !== undefined){
        if($('#wistia-' + videoID + '-1').length){
    	    var videoName = $('#wistia-' + videoID + '-1').parents('.tab-pane');
    	    videoName = videoName[0].id
        } 
       if($('a[href="#' + videoName +'"]').length){
            $('a[href="#' + videoName +'"]').each(function(){
            $(this).click();
            });
        }
        
        addScript('https://fast.wistia.com/embed/medias/'+ videoID +'.jsonp');
        addScript('https://fast.wistia.com/assets/external/E-v1.js');
        $('body').append('<span class="wistia_embed wistia_async_'+videoID+' popover=true popoverContent=link dy-wistia-popup" style="display:inline"></span>');
    
         window._wq = window._wq || [];
        _wq.push({ id: videoID, onReady: function(video) {
            var video = Wistia.api(videoID);
            video.popover.show(); // open the popover
            video.play(); // play the video
            setTimeout(function(){video.unmute();}, 500);
        }});
    }
});</script> <style>#adBanner {
        background-color: transparent;
        height: 0;
        width: 1px;
    }</style><div id="wrapfabtest"><div id="adBanner"></div></div></body></html>
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