Just Released: The Conversion Gap! Our latest research shows why even top brands fail to convert.
Just Released: Why Even Top Brands Fail to Convert
Check out our latest report: The Conversion Gap!
Give your website a mind of its own.
The future of websites is here!
Give your website a mind of its own.
The future of websites is here!
Introduction
Is your landing page effectively capturing the value of your website traffic?
Many pages unintentionally repel visitors with confusing layouts, weak value propositions, or unclear calls-to-action. This oversight directly impacts your return on investment.
A well-optimized landing page serves as your ultimate tool for lead generation and sales, functioning as a 24/7 sales agent. Its design and content must work in harmony to build trust and reduce hesitation.
This guide brings the top 10 foundational principles to strengthen your page's performance. These are not theoretical concepts but practical adjustments with significant impact. Also, learn how Fibr AI can help you structure your message, build credibility, and design for action.
Is your landing page effectively capturing the value of your website traffic?
Many pages unintentionally repel visitors with confusing layouts, weak value propositions, or unclear calls-to-action. This oversight directly impacts your return on investment.
A well-optimized landing page serves as your ultimate tool for lead generation and sales, functioning as a 24/7 sales agent. Its design and content must work in harmony to build trust and reduce hesitation.
This guide brings the top 10 foundational principles to strengthen your page's performance. These are not theoretical concepts but practical adjustments with significant impact. Also, learn how Fibr AI can help you structure your message, build credibility, and design for action.
Is your landing page effectively capturing the value of your website traffic?
Many pages unintentionally repel visitors with confusing layouts, weak value propositions, or unclear calls-to-action. This oversight directly impacts your return on investment.
A well-optimized landing page serves as your ultimate tool for lead generation and sales, functioning as a 24/7 sales agent. Its design and content must work in harmony to build trust and reduce hesitation.
This guide brings the top 10 foundational principles to strengthen your page's performance. These are not theoretical concepts but practical adjustments with significant impact. Also, learn how Fibr AI can help you structure your message, build credibility, and design for action.
What is landing page conversion rate?
In simplest terms, landing page conversion rate is the percentage of people who visit your page and complete a specific, desired action. That action is your conversion goal. It’s not always a sale. It could be:
Signing up for a newsletter
Downloading an ebook or whitepaper
Requesting a demo or consultation
Registering for a webinar
Starting a free trial
The formula to calculate it is straightforward:
Conversion rate = (Number of conversions / Total number of visitors) × 100
For example, if your landing page receives 2,000 visitors in a month and 120 of them download your lead magnet, your conversion rate is (120 / 2,000) × 100 = 6%.
So, why is this single number so critical? It comes down to two things: ROI and efficiency.
1. Assume you're running a Google Ads campaign. You pay $1 for every click. If 100 people click through to your landing page (costing you $100) and only 1 person converts, your cost per conversion is $100. Now, imagine you optimize that page so that 4 people convert from the same 100 clicks. Your cost per conversion just dropped to $25. You've quadrupled your ROI without changing your ad spend. You're simply getting more value from the traffic you're already paying for.
2. A low conversion rate is a clear signal. It tells you that while your ads might be compelling enough to get the click, your landing page is failing to deliver on the promise. There's a disconnect. The message, the offer, or the user experience is breaking down. By focusing on improving your conversion rate, you're not just tweaking a page; you're aligning your entire marketing funnel for maximum efficiency and impact.
In simplest terms, landing page conversion rate is the percentage of people who visit your page and complete a specific, desired action. That action is your conversion goal. It’s not always a sale. It could be:
Signing up for a newsletter
Downloading an ebook or whitepaper
Requesting a demo or consultation
Registering for a webinar
Starting a free trial
The formula to calculate it is straightforward:
Conversion rate = (Number of conversions / Total number of visitors) × 100
For example, if your landing page receives 2,000 visitors in a month and 120 of them download your lead magnet, your conversion rate is (120 / 2,000) × 100 = 6%.
So, why is this single number so critical? It comes down to two things: ROI and efficiency.
1. Assume you're running a Google Ads campaign. You pay $1 for every click. If 100 people click through to your landing page (costing you $100) and only 1 person converts, your cost per conversion is $100. Now, imagine you optimize that page so that 4 people convert from the same 100 clicks. Your cost per conversion just dropped to $25. You've quadrupled your ROI without changing your ad spend. You're simply getting more value from the traffic you're already paying for.
2. A low conversion rate is a clear signal. It tells you that while your ads might be compelling enough to get the click, your landing page is failing to deliver on the promise. There's a disconnect. The message, the offer, or the user experience is breaking down. By focusing on improving your conversion rate, you're not just tweaking a page; you're aligning your entire marketing funnel for maximum efficiency and impact.
What is a good conversion rate?
This is the most common question, and the honest answer is: it depends. A 'good' rate varies wildly by industry, the type of offer, your target audience, and the device they're using.
The average landing page converts 5.89% of visitors. But chasing a mythical industry-average number can be counterproductive. Your real goal should be to improve your own baseline conversion rate consistently. Even a 0.5% improvement can lead to a massive increase in revenue over time.
That said, having a benchmark can be helpful for context. The following table provides a rough range of average conversion rates across different sectors. Remember, these are aggregates, and your specific results may differ.
Industry | Average conversion rate |
Ecommerce | 2.5-3.5% |
SaaS (Software) | 3-5% |
BFSI (Banking & Finance) | 2-3% |
Healthcare & Wellness | 2-5% |
Source: Compiled from aggregated data across Unbounce and HubSpot industry reports.
Most marketers see landing page conversion rates below 10%. So, rather than asking 'Is my rate good?', ask a more powerful question: 'Is my rate the best it can be?'
The rest of this guide will show you how to increase landing page conversion rate through simple and logical actions.
This is the most common question, and the honest answer is: it depends. A 'good' rate varies wildly by industry, the type of offer, your target audience, and the device they're using.
The average landing page converts 5.89% of visitors. But chasing a mythical industry-average number can be counterproductive. Your real goal should be to improve your own baseline conversion rate consistently. Even a 0.5% improvement can lead to a massive increase in revenue over time.
That said, having a benchmark can be helpful for context. The following table provides a rough range of average conversion rates across different sectors. Remember, these are aggregates, and your specific results may differ.
Industry | Average conversion rate |
Ecommerce | 2.5-3.5% |
SaaS (Software) | 3-5% |
BFSI (Banking & Finance) | 2-3% |
Healthcare & Wellness | 2-5% |
Source: Compiled from aggregated data across Unbounce and HubSpot industry reports.
Most marketers see landing page conversion rates below 10%. So, rather than asking 'Is my rate good?', ask a more powerful question: 'Is my rate the best it can be?'
The rest of this guide will show you how to increase landing page conversion rate through simple and logical actions.
This is the most common question, and the honest answer is: it depends. A 'good' rate varies wildly by industry, the type of offer, your target audience, and the device they're using.
The average landing page converts 5.89% of visitors. But chasing a mythical industry-average number can be counterproductive. Your real goal should be to improve your own baseline conversion rate consistently. Even a 0.5% improvement can lead to a massive increase in revenue over time.
That said, having a benchmark can be helpful for context. The following table provides a rough range of average conversion rates across different sectors. Remember, these are aggregates, and your specific results may differ.
Industry | Average conversion rate |
Ecommerce | 2.5-3.5% |
SaaS (Software) | 3-5% |
BFSI (Banking & Finance) | 2-3% |
Healthcare & Wellness | 2-5% |
Source: Compiled from aggregated data across Unbounce and HubSpot industry reports.
Most marketers see landing page conversion rates below 10%. So, rather than asking 'Is my rate good?', ask a more powerful question: 'Is my rate the best it can be?'
The rest of this guide will show you how to increase landing page conversion rate through simple and logical actions.
10 Actionable tips to improve landing page conversion rate
Ready to see your conversion rate climb? Here are the ten best landing page conversion strategies you can implement.
Craft a magnetic, single, and clear value proposition
Your value proposition is the first thing visitors see and process. It's the core reason they should stay on your page. In under five seconds, it must answer their silent question: 'What's in it for me?'
A weak value proposition is a conversion killer. Your headline is the star of this show. It should be benefit-oriented, specific, and directly aligned with the ad or link that brought the visitor there. Avoid generic, clever, or company-focused headlines. Pair it with a supporting sub-headline that adds a little more context or a secondary benefit.
This one-two punch immediately reassures the visitor that they are in the right place and that you have a solution to their problem.
Example: Instead of 'Welcome to Acme Analytics,' try 'Turn Your Data Into a Competitive Advantage.' The first is a label. The second is a compelling outcome.
👀Did you know? A typical landing page sees 60-90% of visitors leave without action. Pages with multiple offers see conversions drop by 266%. |
Maintain unwavering message match
Message match is the golden rule of landing pages. It refers to the consistency between the ad, email, or social media post a user clicks on and the landing page they arrive at.
When the messaging, tone, and visual design are perfectly aligned, the user feels a sense of continuity and trust. They don't have to rethink their decision. A mismatch, however, creates immediate cognitive dissonance.
If your ad, for instance, promises 'Free SEO Audit' but your landing page headline says 'Grow Your Business with Us,' the visitor gets confused, loses trust, and hits the back button. This directly increases your bounce rate and kills your conversion rate.
How to do it: Use the same keywords from your ad in your headline. Carry over similar imagery. Ensure the offer described in the ad is the exact same offer highlighted on the page. This tells the user they've arrived at the correct destination, making them much more likely to convert.
Simplify your form fields aggressively
Every form field is a point of friction. It's a question the user has to answer, an effort they have to make. The more fields you have, the higher the psychological barrier to completion. In fact, roughly 30% of marketers say that four questions on a form tend to produce the best completion rates.
So, the goal is to find the balance between the information you want and the information you need to follow up effectively.
For a top-of-funnel offer like an ebook, you likely only need an email address. For a demo request, you might need a name, company, and email. Audit every single field. If you cannot justify its absolute necessity for the immediate next step, remove it. You can always gather more information later, after trust has been established.
Design for the one-second test
When a visitor lands on your page, they don't read; they scan. Here’s an interesting stat: Infographics are read 30 times more often than text articles and can boost site visits by 12%!
So the question you should ask is: Can visitors understand your page's purpose and what they're supposed to do in one second? This is the one-second test.
A cluttered layout, confusing navigation, competing calls-to-action, and weak visual hierarchy all fail this test. Your design should guide the eye effortlessly from the headline to the key benefits, to the form, and finally to the submit button.
A good landing page CRO tip is to use whitespace generously to reduce cognitive load. Use arrows or images of people looking toward the form to create a natural visual path. The journey should be so intuitive that the user doesn't even have to think about it.
Build trust with social proof
About 37% of top-tier landing pages feature testimonials, proving that social proof helps visitors feel safe to act. People look to others for cues on how to behave, especially when they are uncertain. Social proof leverages this psychological principle to build credibility and reduce perceived risk.
On a landing page, you are asking for something: an email, a sign-up, a purchase. Trust is the currency that makes that exchange happen. Integrate elements that show your offer is legitimate and valued by others. This is not just a nice-to-have; it's a powerful conversion lever in today’s social media-first environment.
Types of social proof to use:
Customer logos: Display logos of well-known companies you've worked with.
Testimonials: Feature short, specific quotes with a name, photo, and title.
Case studies: Link to more detailed success stories.
Reviews and ratings: Show star ratings from third-party sites.
User statistics: ‘Join over 10,000 marketers…’ creates a bandwagon effect.
Create an irresistible and specific offer
Your offer is the engine of your landing page. A weak or vague offer will not compel action, no matter how well-optimized your page is. The best offers are specific, high-value, and low-risk for the user.
'Get a free guide' is okay. 'Get our 15-point checklist to reduce cart abandonment' is better. The second is specific, sets a clear expectation, and addresses a precise pain point.
Furthermore, frame your offer around the outcome, not the feature. Instead of 'Our 50-page ebook,' say 'Learn the 5 strategies we used to increase leads by 200%.' The outcome is what the user truly desires.
Write benefit-driven copy, not feature-heavy text
This is a classic mistake. Businesses love to talk about their features: 'Our platform has a machine learning algorithm with 256-bit encryption.' The user cares about what that feature does for them. Your copy must translate every feature into a tangible benefit.
A solid landing page CRO tip is to use the 'So What?' test for every line of copy. 'We have 24/7 customer support.' So what? 'So, you get help the moment you need it, without any delays.' That's the benefit.
Frame your entire narrative around the user's transformation. How will their life, work, or problem be better after they convert?
Optimize your call-to-action button
Your call-to-action (CTA) button is arguably the most important conversion factor and tip to improve landing page conversion rate. A poorly designed or worded CTA can stop a motivated user in their tracks. The text on the button is critical.
Avoid generic words like 'Submit' or 'Go.' Use action-oriented, benefit-infused language that creates a sense of value or urgency. 'Get Your Free Ebook' is better than 'Download.' 'Start My Free Trial' is more personal and compelling than 'Sign Up.'
Here’s a cool fact: Tailored CTAs perform 202% better than standard ones!
The design matters too. The button should ideally be a contrasting color that makes it stand out from the rest of the page. Make it large enough to be easily clickable on any device.
Ensure flawless mobile experience
Almost two-thirds of people primarily use mobile devices to research brands and products. So, if your landing page isn't optimized for these users, you are sacrificing a huge number of potential conversions.
A mobile-friendly page is not a nice-to-have; it's a non-negotiable. On mobile, load times are even more critical. Forms must be easy to fill out with a thumb—large tap targets and properly sized form fields are a must. The layout should be a single column, and the text should be readable without zooming. Test your page on multiple devices.
A frustrating mobile experience is a guaranteed way to make a visitor abandon your page.
Test your page regularly
There is no final ‘perfect’ page. There is only the next version, the next test, the next insight. Your initial landing page is just a starting point, a best guess at what will work. A/B testing moves you from guessing to knowing.
Relying on your own assumptions about your audience is a risk. What you find compelling might not resonate with them. Regular testing provides concrete data about what actually drives your specific visitors to act. This practice systematically removes underperforming elements, replacing them with proven winners. It transforms your landing page from a static brochure into a dynamic asset that grows more effective over time.
Each test, no matter how small, compounds into significant gains in your conversion rate and return on investment.
Ready to see your conversion rate climb? Here are the ten best landing page conversion strategies you can implement.
Craft a magnetic, single, and clear value proposition
Your value proposition is the first thing visitors see and process. It's the core reason they should stay on your page. In under five seconds, it must answer their silent question: 'What's in it for me?'
A weak value proposition is a conversion killer. Your headline is the star of this show. It should be benefit-oriented, specific, and directly aligned with the ad or link that brought the visitor there. Avoid generic, clever, or company-focused headlines. Pair it with a supporting sub-headline that adds a little more context or a secondary benefit.
This one-two punch immediately reassures the visitor that they are in the right place and that you have a solution to their problem.
Example: Instead of 'Welcome to Acme Analytics,' try 'Turn Your Data Into a Competitive Advantage.' The first is a label. The second is a compelling outcome.
👀Did you know? A typical landing page sees 60-90% of visitors leave without action. Pages with multiple offers see conversions drop by 266%. |
Maintain unwavering message match
Message match is the golden rule of landing pages. It refers to the consistency between the ad, email, or social media post a user clicks on and the landing page they arrive at.
When the messaging, tone, and visual design are perfectly aligned, the user feels a sense of continuity and trust. They don't have to rethink their decision. A mismatch, however, creates immediate cognitive dissonance.
If your ad, for instance, promises 'Free SEO Audit' but your landing page headline says 'Grow Your Business with Us,' the visitor gets confused, loses trust, and hits the back button. This directly increases your bounce rate and kills your conversion rate.
How to do it: Use the same keywords from your ad in your headline. Carry over similar imagery. Ensure the offer described in the ad is the exact same offer highlighted on the page. This tells the user they've arrived at the correct destination, making them much more likely to convert.
Simplify your form fields aggressively
Every form field is a point of friction. It's a question the user has to answer, an effort they have to make. The more fields you have, the higher the psychological barrier to completion. In fact, roughly 30% of marketers say that four questions on a form tend to produce the best completion rates.
So, the goal is to find the balance between the information you want and the information you need to follow up effectively.
For a top-of-funnel offer like an ebook, you likely only need an email address. For a demo request, you might need a name, company, and email. Audit every single field. If you cannot justify its absolute necessity for the immediate next step, remove it. You can always gather more information later, after trust has been established.
Design for the one-second test
When a visitor lands on your page, they don't read; they scan. Here’s an interesting stat: Infographics are read 30 times more often than text articles and can boost site visits by 12%!
So the question you should ask is: Can visitors understand your page's purpose and what they're supposed to do in one second? This is the one-second test.
A cluttered layout, confusing navigation, competing calls-to-action, and weak visual hierarchy all fail this test. Your design should guide the eye effortlessly from the headline to the key benefits, to the form, and finally to the submit button.
A good landing page CRO tip is to use whitespace generously to reduce cognitive load. Use arrows or images of people looking toward the form to create a natural visual path. The journey should be so intuitive that the user doesn't even have to think about it.
Build trust with social proof
About 37% of top-tier landing pages feature testimonials, proving that social proof helps visitors feel safe to act. People look to others for cues on how to behave, especially when they are uncertain. Social proof leverages this psychological principle to build credibility and reduce perceived risk.
On a landing page, you are asking for something: an email, a sign-up, a purchase. Trust is the currency that makes that exchange happen. Integrate elements that show your offer is legitimate and valued by others. This is not just a nice-to-have; it's a powerful conversion lever in today’s social media-first environment.
Types of social proof to use:
Customer logos: Display logos of well-known companies you've worked with.
Testimonials: Feature short, specific quotes with a name, photo, and title.
Case studies: Link to more detailed success stories.
Reviews and ratings: Show star ratings from third-party sites.
User statistics: ‘Join over 10,000 marketers…’ creates a bandwagon effect.
Create an irresistible and specific offer
Your offer is the engine of your landing page. A weak or vague offer will not compel action, no matter how well-optimized your page is. The best offers are specific, high-value, and low-risk for the user.
'Get a free guide' is okay. 'Get our 15-point checklist to reduce cart abandonment' is better. The second is specific, sets a clear expectation, and addresses a precise pain point.
Furthermore, frame your offer around the outcome, not the feature. Instead of 'Our 50-page ebook,' say 'Learn the 5 strategies we used to increase leads by 200%.' The outcome is what the user truly desires.
Write benefit-driven copy, not feature-heavy text
This is a classic mistake. Businesses love to talk about their features: 'Our platform has a machine learning algorithm with 256-bit encryption.' The user cares about what that feature does for them. Your copy must translate every feature into a tangible benefit.
A solid landing page CRO tip is to use the 'So What?' test for every line of copy. 'We have 24/7 customer support.' So what? 'So, you get help the moment you need it, without any delays.' That's the benefit.
Frame your entire narrative around the user's transformation. How will their life, work, or problem be better after they convert?
Optimize your call-to-action button
Your call-to-action (CTA) button is arguably the most important conversion factor and tip to improve landing page conversion rate. A poorly designed or worded CTA can stop a motivated user in their tracks. The text on the button is critical.
Avoid generic words like 'Submit' or 'Go.' Use action-oriented, benefit-infused language that creates a sense of value or urgency. 'Get Your Free Ebook' is better than 'Download.' 'Start My Free Trial' is more personal and compelling than 'Sign Up.'
Here’s a cool fact: Tailored CTAs perform 202% better than standard ones!
The design matters too. The button should ideally be a contrasting color that makes it stand out from the rest of the page. Make it large enough to be easily clickable on any device.
Ensure flawless mobile experience
Almost two-thirds of people primarily use mobile devices to research brands and products. So, if your landing page isn't optimized for these users, you are sacrificing a huge number of potential conversions.
A mobile-friendly page is not a nice-to-have; it's a non-negotiable. On mobile, load times are even more critical. Forms must be easy to fill out with a thumb—large tap targets and properly sized form fields are a must. The layout should be a single column, and the text should be readable without zooming. Test your page on multiple devices.
A frustrating mobile experience is a guaranteed way to make a visitor abandon your page.
Test your page regularly
There is no final ‘perfect’ page. There is only the next version, the next test, the next insight. Your initial landing page is just a starting point, a best guess at what will work. A/B testing moves you from guessing to knowing.
Relying on your own assumptions about your audience is a risk. What you find compelling might not resonate with them. Regular testing provides concrete data about what actually drives your specific visitors to act. This practice systematically removes underperforming elements, replacing them with proven winners. It transforms your landing page from a static brochure into a dynamic asset that grows more effective over time.
Each test, no matter how small, compounds into significant gains in your conversion rate and return on investment.
Ready to see your conversion rate climb? Here are the ten best landing page conversion strategies you can implement.
Craft a magnetic, single, and clear value proposition
Your value proposition is the first thing visitors see and process. It's the core reason they should stay on your page. In under five seconds, it must answer their silent question: 'What's in it for me?'
A weak value proposition is a conversion killer. Your headline is the star of this show. It should be benefit-oriented, specific, and directly aligned with the ad or link that brought the visitor there. Avoid generic, clever, or company-focused headlines. Pair it with a supporting sub-headline that adds a little more context or a secondary benefit.
This one-two punch immediately reassures the visitor that they are in the right place and that you have a solution to their problem.
Example: Instead of 'Welcome to Acme Analytics,' try 'Turn Your Data Into a Competitive Advantage.' The first is a label. The second is a compelling outcome.
👀Did you know? A typical landing page sees 60-90% of visitors leave without action. Pages with multiple offers see conversions drop by 266%. |
Maintain unwavering message match
Message match is the golden rule of landing pages. It refers to the consistency between the ad, email, or social media post a user clicks on and the landing page they arrive at.
When the messaging, tone, and visual design are perfectly aligned, the user feels a sense of continuity and trust. They don't have to rethink their decision. A mismatch, however, creates immediate cognitive dissonance.
If your ad, for instance, promises 'Free SEO Audit' but your landing page headline says 'Grow Your Business with Us,' the visitor gets confused, loses trust, and hits the back button. This directly increases your bounce rate and kills your conversion rate.
How to do it: Use the same keywords from your ad in your headline. Carry over similar imagery. Ensure the offer described in the ad is the exact same offer highlighted on the page. This tells the user they've arrived at the correct destination, making them much more likely to convert.
Simplify your form fields aggressively
Every form field is a point of friction. It's a question the user has to answer, an effort they have to make. The more fields you have, the higher the psychological barrier to completion. In fact, roughly 30% of marketers say that four questions on a form tend to produce the best completion rates.
So, the goal is to find the balance between the information you want and the information you need to follow up effectively.
For a top-of-funnel offer like an ebook, you likely only need an email address. For a demo request, you might need a name, company, and email. Audit every single field. If you cannot justify its absolute necessity for the immediate next step, remove it. You can always gather more information later, after trust has been established.
Design for the one-second test
When a visitor lands on your page, they don't read; they scan. Here’s an interesting stat: Infographics are read 30 times more often than text articles and can boost site visits by 12%!
So the question you should ask is: Can visitors understand your page's purpose and what they're supposed to do in one second? This is the one-second test.
A cluttered layout, confusing navigation, competing calls-to-action, and weak visual hierarchy all fail this test. Your design should guide the eye effortlessly from the headline to the key benefits, to the form, and finally to the submit button.
A good landing page CRO tip is to use whitespace generously to reduce cognitive load. Use arrows or images of people looking toward the form to create a natural visual path. The journey should be so intuitive that the user doesn't even have to think about it.
Build trust with social proof
About 37% of top-tier landing pages feature testimonials, proving that social proof helps visitors feel safe to act. People look to others for cues on how to behave, especially when they are uncertain. Social proof leverages this psychological principle to build credibility and reduce perceived risk.
On a landing page, you are asking for something: an email, a sign-up, a purchase. Trust is the currency that makes that exchange happen. Integrate elements that show your offer is legitimate and valued by others. This is not just a nice-to-have; it's a powerful conversion lever in today’s social media-first environment.
Types of social proof to use:
Customer logos: Display logos of well-known companies you've worked with.
Testimonials: Feature short, specific quotes with a name, photo, and title.
Case studies: Link to more detailed success stories.
Reviews and ratings: Show star ratings from third-party sites.
User statistics: ‘Join over 10,000 marketers…’ creates a bandwagon effect.
Create an irresistible and specific offer
Your offer is the engine of your landing page. A weak or vague offer will not compel action, no matter how well-optimized your page is. The best offers are specific, high-value, and low-risk for the user.
'Get a free guide' is okay. 'Get our 15-point checklist to reduce cart abandonment' is better. The second is specific, sets a clear expectation, and addresses a precise pain point.
Furthermore, frame your offer around the outcome, not the feature. Instead of 'Our 50-page ebook,' say 'Learn the 5 strategies we used to increase leads by 200%.' The outcome is what the user truly desires.
Write benefit-driven copy, not feature-heavy text
This is a classic mistake. Businesses love to talk about their features: 'Our platform has a machine learning algorithm with 256-bit encryption.' The user cares about what that feature does for them. Your copy must translate every feature into a tangible benefit.
A solid landing page CRO tip is to use the 'So What?' test for every line of copy. 'We have 24/7 customer support.' So what? 'So, you get help the moment you need it, without any delays.' That's the benefit.
Frame your entire narrative around the user's transformation. How will their life, work, or problem be better after they convert?
Optimize your call-to-action button
Your call-to-action (CTA) button is arguably the most important conversion factor and tip to improve landing page conversion rate. A poorly designed or worded CTA can stop a motivated user in their tracks. The text on the button is critical.
Avoid generic words like 'Submit' or 'Go.' Use action-oriented, benefit-infused language that creates a sense of value or urgency. 'Get Your Free Ebook' is better than 'Download.' 'Start My Free Trial' is more personal and compelling than 'Sign Up.'
Here’s a cool fact: Tailored CTAs perform 202% better than standard ones!
The design matters too. The button should ideally be a contrasting color that makes it stand out from the rest of the page. Make it large enough to be easily clickable on any device.
Ensure flawless mobile experience
Almost two-thirds of people primarily use mobile devices to research brands and products. So, if your landing page isn't optimized for these users, you are sacrificing a huge number of potential conversions.
A mobile-friendly page is not a nice-to-have; it's a non-negotiable. On mobile, load times are even more critical. Forms must be easy to fill out with a thumb—large tap targets and properly sized form fields are a must. The layout should be a single column, and the text should be readable without zooming. Test your page on multiple devices.
A frustrating mobile experience is a guaranteed way to make a visitor abandon your page.
Test your page regularly
There is no final ‘perfect’ page. There is only the next version, the next test, the next insight. Your initial landing page is just a starting point, a best guess at what will work. A/B testing moves you from guessing to knowing.
Relying on your own assumptions about your audience is a risk. What you find compelling might not resonate with them. Regular testing provides concrete data about what actually drives your specific visitors to act. This practice systematically removes underperforming elements, replacing them with proven winners. It transforms your landing page from a static brochure into a dynamic asset that grows more effective over time.
Each test, no matter how small, compounds into significant gains in your conversion rate and return on investment.
Bonus landing page CRO tip: Use relevant and high-quality visuals
A picture is worth a thousand words, and on a landing page, the right visual can be worth a thousand conversions. Generic, cheesy stock photos can harm credibility. Instead, use relevant, high-quality images or videos that support your value proposition.
A screenshot of your software interface, a photo of the actual ebook cover, or a short video explaining the offer can dramatically increase engagement and trust. In fact, short-form video is ranked by 21% of marketers as their top-performing content.
Video is particularly effective for complex offers, as it can convey a large amount of information in an easily digestible format. An explainer video on a landing page can increase conversions by over 80%, according to some case studies.
A picture is worth a thousand words, and on a landing page, the right visual can be worth a thousand conversions. Generic, cheesy stock photos can harm credibility. Instead, use relevant, high-quality images or videos that support your value proposition.
A screenshot of your software interface, a photo of the actual ebook cover, or a short video explaining the offer can dramatically increase engagement and trust. In fact, short-form video is ranked by 21% of marketers as their top-performing content.
Video is particularly effective for complex offers, as it can convey a large amount of information in an easily digestible format. An explainer video on a landing page can increase conversions by over 80%, according to some case studies.
A picture is worth a thousand words, and on a landing page, the right visual can be worth a thousand conversions. Generic, cheesy stock photos can harm credibility. Instead, use relevant, high-quality images or videos that support your value proposition.
A screenshot of your software interface, a photo of the actual ebook cover, or a short video explaining the offer can dramatically increase engagement and trust. In fact, short-form video is ranked by 21% of marketers as their top-performing content.
Video is particularly effective for complex offers, as it can convey a large amount of information in an easily digestible format. An explainer video on a landing page can increase conversions by over 80%, according to some case studies.
How to track and measure your landing page CRO?
You cannot improve what you do not measure. Proper tracking gives you the data you need to make informed decisions and prove the impact of your changes.
Now, there is no literal formula to ‘track’ conversion rate optimization for landing pages. But yes, there are tools and checklists to help you out.
Mini checklist for effective tracking:
Set up conversion rate optimization for landing page goals. In your analytics tool, define what a conversion is for each landing page. This is typically done by tracking a unique URL (like /thank-you) or a specific button click event.
Track micro-conversions. Don't just look at the final conversion. Track smaller actions that lead to it, like clicking to open a FAQ section, scrolling to the bottom of the page, or starting to fill out the form. These indicate engagement and can help you pinpoint where in the funnel users are dropping off.
Segment by traffic source. Your overall conversion rate is a useful high-level number, but it hides the truth. Segment your data by where the traffic came from: Google Ads, Facebook, an email newsletter, or organic search. You will likely find that conversion rates from email (for instance) are much higher than from social media. This helps you understand which channels send the highest-quality traffic and allows you to optimize your page for specific audiences.
Essential tools:
Google Analytics (GA4): The free, industry-standard tool. You can, for instance, set up ‘conversions’ (goals) to track when users reach your thank you page. It allows for deep diving into traffic sources, user behavior, and demographics.
Fibr AI: The platform acts as an intelligent experience layer that transforms static webpages into living, adaptive systems. Rather than just showing you data, Fibr AI uses it to autonomously run experiments and personalize content for every visitor. This turns your website into a self-optimizing asset that learns and improves from each interaction.
HubSpot: A full-featured CRM platform with built-in analytics. Its landing page tool automatically tracks conversion rates and ties them directly to contact records in your database.
Hotjar: While not a conversion rate tracker per se, tools like Hotjar provide heatmaps and session recordings. They show you how users are interacting with your page, where they click, how far they scroll, and where they get stuck. This qualitative data is invaluable for diagnosing why your conversion rate is low.
👀Did you know? Using conversion optimization tools can more than triple marketing return on investment. |
Knowing what to do is half the battle. Knowing what not to do is the other half. Avoid these common conversion rate optimization for landing pages pitfalls that can sabotage your landing page performance.
Including navigation menus: A landing page has one goal. Adding a navigation menu to your header or footer gives visitors an easy exit. It invites them to leave the page without converting. Your landing page should be a closed environment, a cul-de-sac where the only way out is to convert or hit the back button. Remove all navigation links.
🙂Fun fact: Removing the main navigation menu can double conversion rates, yet only 16% of pages omit it. |
Being vague about the offer: 'Sign up for our newsletter' is a weak offer. Get weekly SEO tips, and our exclusive 'Keyword Research Template’ is specific and valuable. Clearly state what the user is getting and what they need to provide. Confusion is a conversion killer.
Using multiple CTAs: You've decided the primary goal of the page is to get a demo request. Don't distract the user with secondary CTAs to 'Read our blog' or 'Follow us on Twitter.' Every competing link dilutes the user's attention and reduces the likelihood of them completing your primary goal.
Ignoring page load speed: Nearly half of online visitors expect a page to load within two seconds. 40% will leave if it takes longer than three seconds. So, every second counts. Compress your images, leverage browser caching, and minimize code to ensure your page loads blazingly fast.
Not running A/B tests: Assuming your first version of the landing page is the best possible version is a costly error. Conversion rate optimization is a continuous process of hypothesis and testing. Use A/B testing to compare two versions of a single element (like a headline, CTA button color, or image) to see which one performs better. Small, data-driven changes can lead to significant, compounding gains over time.
Ignoring post-click personalization: Sending all traffic from different ads to the same generic landing page creates a disconnect. A user who clicked an ad for 'email marketing software' should not land on a page that talks only about 'digital marketing solutions.' This mismatch confuses them and kills relevance. Tailor the headline and imagery to match the specific ad copy and audience for a seamless experience.
Give your website a mind of its own.
The future of websites is here!
Give your website a mind of its own.
The future of websites is here!
About the author
Meenal Chirana
Meenal Chirana, Content Marketer at Fibr, brings five years of experience in the content field to the team. Her passion for creating engaging content is matched only by her expertise in writing, SEO and content marketing . Passionate about all things content and digital marketing, she is always on the lookout for innovative ways to connect with audiences and elevate brands.
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4.5/5 reviews on
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4.5/5 reviews on
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