Landing page optimization is a method to improve any type of page (resource, blog, press release, article, product, service, home, etc.) that has the ability to align from beginning to end of the user's journey to target business objectives and make it as frictionless and simple as possible in order to reach a specific goal (newsletter sign up, submit an order, phone call, submit a form, play video, download resource, etc.). You can use different conversion rate optimization tools that help you test audiences coming from specific sources, by session, by user behavior, etc. and you can break down different tests by control or variant groups to gather information and process the data to make informative decisions and apply them back to the landing page.