Joko Samodra, Mitra Istiar Wardhana, Arif Sutrisno
An e-commerce website usually consists of a landing page that contains product information or product offerings. The landing page is a page that the customer will see for the first time, where this first visit can come from an advertisement or from organic search results through search engines. The research aims to produce a persuasive landing page to optimize the conversion rate in e-commerce websites. The method used was Web Development Life Cycle (WDLC) model, which divided the development stages into five steps: Planning, Analysis, Design and Development, Testing, and Implementation and Maintenance. The result of this research is a persuasive landing page that has a headline, body, trust indicators, benefit statements, and call to action components. Furthermore, testing was conducted by bringing visitors in Indonesian through Google Ads for 30 days. The test results show that the conversion rate obtained is 3.92%, and this number is higher than the average conversion rate for the e-commerce industry which is 1.84%. Thus, it can be concluded that a persuasive landing page can optimize the conversion rate of an e-commerce website. © 2023 Author(s).
Department of Art and Design, Universitas Negeri Malang, Malang, 65145, Indonesia
