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How to Improve Your Landing Page Conversion Rates

7 Min Read
Lead Magnet For Lead Generation

Landing pages aim to encourage the visitors to accomplish a goal on ‘landing’ there. These goals vary with industry. For an eCommerce landing page, it could be an ‘add to cart’ or ‘buy now’, while it could be a ‘free trial’ or ‘demo version’ for B2B, SaaS companies. 

A landing page’s overall objective is to generate qualified leads through the marketing funnel, as shown in the above image. The qualified leads in their nature are more likely to convert fully into sales if nurtured well through the sales funnel.

A Typical Landing Page Funnel
Image Source: [1]

Understanding landing page conversion rates

Not every visitor who hits one of your landing pages will take the action you desire. Some people may bounce immediately, while others might read your content and then choose to leave or go to another page. Landing page conversion rates tell you the proportion of visitors who do convert into qualified leads by accomplishing your landing page goal. 

For instance, a landing page is built for traffic from an email marketing campaign. This campaign intends to convert visitors as effectively as possible. By tracking the landing page conversion rate, you can assess whether it’s true. You can have a quantitative measurement of how well your page aligns with the interests of visitors. Having such an analysis makes it easier to improve your landing page, allowing you to see the impact of conversion rate. 

WordStream found its average landing page conversion rate as 2.35%[1]. The top 25% of landing pages in the same study converted at 5.31%. Some pages converted visitors at an even higher rate. 

There’s usually an opportunity to improve your landing page and its conversion rate. You must realize that landing page conversion rate differs by niche and the type of traffic. The following graph, created by Unbounce[2] displays the first point in no uncertain terms:

Graph Of Landing Page Conversion Rates Across Industries
Image Source: [2]

What is your landing page conversion rate?

Landing page conversion rate is a vital as well as a simple metric. You can calculate your conversion rates as long as you have two pieces of information:

  1. The number of people who visited your page
  2. The number of people who converted (took the desired action)

It takes simple math to identify your high-converting landing pages from the duds. Most analytics platforms, such as Google Analytics, can record the metric for you. Once this metric is analyzed thoroughly, you can start optimizing your landing pages to boost your conversion rate.

Simple ways to improve landing page conversion rates

You can certainly increase your conversion rates for your landing pages and build high-converting ones by consistently optimizing them. The following are five straightforward things you can do to get the ball rolling.

1. Step back to audit your existing conversion rate

You won’t know the best way to increase conversions until you understand their existing dynamics. There are lots of ways to analyze the different aspects of your landing pages.

The audit of the user behavior on the existing landing page provides you immensely valuable insights. Website heatmaps can provide insights around the elements on your landing page that gets the most and the least attention. With such analyses in place, you can take a call to fix and optimize a troublesome element, such as a CTA button or an image on your landing page.

Take the example below of an eCommerce store that sells baby products. The heatmap revealed that the baby’s face was a distraction to visitors. When the image was replaced with an alternative in the variation, site visitors started paying attention to the copy.

Heatmap Of The Control Variation Of The Ecommerce Store Selling Baby Products

Another study[3] reviewed user behavior with heatmaps. They hypothesized to improve their site navigation that led them to a 14% uptick in the conversion rate.  

2. One call-to-action (CTA)

Your landing pages should have one clear aim, whether that’s to get users to fill in a form field, download an eBook, or take some other action. Everything about the page—visuals, design, or copy—must align unanimously with one call to action. Declutter your landing page as much as you can. You can answer some crucial questions and know where you stand with this handy landing page analyzer.

By placing a clear CTA ‘right there’ where your visitors find it intuitively as they land on your web page, your chances to witness an uptick in the conversions also elevate. As per a study on the landing page for SAP Business objects, adding a clear, attention-grabbing CTA button resulted in a 32% jump[4] in their landing page conversion rates.

Example Of Clear Cta On The Landing Page
Image Source: [3]

Although it’s an old study, its message still holds true. 

3. Introduce new landing page elements and test exhaustively

Optimizing your landing pages is an ongoing process with ample learning at each step. You should continue to tweak and replace elements on your pages, as well as experiment with new ones, such as trying out new headings, copy, CTAs, and more. Seek components that convert visitors better than those you currently use. 

Take US shipping company, Open Mile, for instance. They tried out a new top section of a lead generation landing page. It used a different background color, a more prominent CTA, and altered text. They witnessed a massive hike in conversion rate that jumped from 3.95% to 13.11%. In terms of lead generation, that equates to a 232% improvement.

No Need To Give Sources For Internal Images

It’s uncertain to precisely point out the changes implemented in your experiment, which are responsible for massive conversions. Therefore, it is recommended to keep tinkering with the elements, testing them consistently, and documenting everything during the course of experimentation. 

Employ A/B tests to analyze changes to single elements, and multivariate tests for brand-new pages.

4. Enhance your landing page visuals

A picture’s worth a thousand words. When trying to improve your landing page, visuals may also be worth many more conversions. Compelling images, explainer videos, and even animated GIFs are prime examples. They’re now far more often features of higher converting landing pages. However, while visuals may feel like they are the solution to an improved conversion rate, it’s not always the case.

Hubspot offers a notable example. They ran an A/B test on an opt-in form. One version of the form contained an image, and the other did not. The version without the image saw a 24% increase in sign-ups.

version a vs version b of Hubpost landing pages
Image Source: [4]

As per the earlier example that illustrated heat maps, the positioning of an image can have ramifications on where people focus their attention. This is why it’s absolutely essential to run tests to improve your landing page conversion rates.

Also, if there are videos or animations on your landing page, ensure they don’t slow down your page load time. Longer loading time leads to more friction. An ideal page load time should not exceed 3 seconds.

5. Leverage the power of social proof

Social proof is a powerful concept in the digital world. People are more likely to take action if it gets recommended to them by others. Stories, evidence, and opinions have tremendous power to move people and influence their decisions. Therefore, adding social proof to your landing pages is an excellent way to enhance conversion rates. Such evidence may come in the form of a testimonial, review, or even a simple display of a brand’s popularity on social media. 

Landing Page For Kaya Skin Clinic

Take the example of a landing page for the Kaya Skin Clinic. Adding the social proof of the brand’s Facebook presence boosted the conversion rate by 70%. And that was on top of a 22% increase brought about tweaking the copy above the CTA button.


Optimizing your landing pages is one of the quickest ways to increase your volume of leads and sales. Similar to other CRO practices, you can improve your landing page conversion rates provided you have a sound understanding of your target audience.

Through a regime of careful data-driven analysis that is combined with experimentation, you can certainly witness a hike in your landing page conversion rates.

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Shanaz Khan from VWO

Hi, I am Shanaz from the VWO Research Desk.

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