Analysis of Factors Influencing the Conversion Potential of Lead Generation Landing Pages

This bachelor’s thesis examines the factors influencing the perceived credibility, clarity, and conversion potential of lead generation landing pages in response to the growing interest of young people in online entrepreneurship. Although landing pages are considered a key tool for acquiring customers, their effectiveness is not guaranteed and requires systematic design and validation. The aim of the thesis is to analyze the factors influencing users’ perception of these pages and based on the findings, to propose a practical framework for their effective design. The thesis also includes a comparison of the effects of the AIDA and PAS models on user decision-making. The theoretical part is based on knowledge about the target group of young online entrepreneurs from Generation Z, as well as on insights from online marketing, usability, visual design, and behavioral economics. The practical part involves the design of landing page variants and their validation through qualitative research in the form of semistructured interviews with young online entrepreneurs from Generation Z. The results of the thesis identify key factors influencing perceived credibility and users’ willingness to respond to the offer. Based on these findings, a practical framework for designing conversion-oriented landing pages applicable in business practice is developed.