Optimising your landing is best done when it is based on data. There is a wealth of tools available to help you do this form traffic analysis, like Google Analytics to heat mapping and user interaction tools.
Heatmapping can be applied to your page to track visible hot and cold spots – the buttons and areas that your visitors typically do or do not click on. By using a heatmap you can see if a call to action is being overlooked. You can determine what is working, tool up and make it work harder for you and crush those areas that are being neglected.
Taking user interaction further online interaction monitoring enables you to record on-site usability. You can see mouse movements and clicks. Effectively viewing the ghost of a visit to the site and seeing both the journey the visitor went on and how the website performed during that visit.
Most tracking systems will allow you to use specific URLs to auto-record or discard specific journeys. For instance, you are likely to want to analyse the journey of a prospect coming to your website to make sure they convert to a paying customer.