What is an effective technique for optimizing landing pages to improve conversion rates?

A/B testing is an effective technique for optimizing landing pages to improve conversion rates because it allows marketers to compare two or more variations of a landing page to determine which one performs better based on specific metrics, such as click-through rates and conversion rates. By systematically testing elements such as headlines, images, calls-to-action, and overall layout, marketers can gain data-driven insights into what resonates most with their audience. This iterative process leads to informed decisions that enhance user experience and drive higher conversions, as the changes are validated by actual user behavior.

The other options do not contribute to improving conversion rates. Using generic call-to-actions can lead to lower engagement because they may not resonate with the target audience's specific needs or desires. Increasing page load time negatively affects user experience and can lead to higher bounce rates, as users quickly abandon pages that take too long to load. Furthermore, eliminating mobile compatibility completely undermines potential conversions, especially given the growing number of users accessing websites from mobile devices. Thus, A/B testing stands out as a proactive and effective approach to optimization.