Landing page conversion

Landing Page Conversion

One goal

• Define the single conversion goal (sign up, book a demo, buy, download) before building. Ask if the task does not say.
• One primary call to action, repeated in the hero, after key sections and at the end. Secondary actions are visually quieter.
• Remove distractions: minimal or no main navigation, no competing offers.

Above the fold

• The headline states the outcome the visitor gets, in their words, not the product category or a slogan.
• The subheadline says who it is for and how it works in one or two sentences.
• The primary CTA is visible without scrolling on phone and desktop, with a specific label (Start free trial, Get my quote), not Submit or Learn more.
• Use a relevant visual: the product in use, not decorative stock.

Persuasion structure

• Benefits before features; tie each feature to a result.
• Social proof near claims and near the CTA: testimonials with name, role and photo, customer logos, ratings, numbers.
• Never invent testimonials, logos, ratings or statistics. If content is missing, use clearly marked placeholders and say so.
• Handle objections: clear pricing, how-it-works steps, guarantee, an FAQ answering real hesitations (cost, time, risk, switching).
• Trust signals: privacy note at the form, contact details, refund policy; security badges only if true.

Forms

• Ask for the minimum; every extra field costs conversions. Defer the rest until after signup.
• Inline validation, clear error messages, correct input types and autocomplete for mobile keyboards.
• Show what happens next, a success state, and prevent double submits.
• Consent checkboxes and privacy text follow applicable law; never pre-check marketing consent.

Speed and mobile

• Mobile-first: single column, thumb-reachable CTA, 16px+ body text, no horizontal scroll.
• Fast load: optimized hero image, few third-party scripts, no layout shift around the CTA.

Measurement

• Fire analytics events for CTA clicks, form start, submit success and submit errors, using the repo's existing analytics wrapper and event naming.
• Preserve UTM parameters and click IDs through to the conversion; do not break existing tracking.
• Respect cookie consent: no tracking before consent where it is required.

A/B test hygiene

• One meaningful change per variant, judged on a primary metric chosen upfront.
• Use the repo's experiment tool; assign variants consistently per user and avoid flicker (server-side or early assignment).
• Run to the planned sample size; do not stop on the first good-looking day. Remove losing variants and their flags afterwards.

Before you finish

• One goal and one primary CTA, visible above the fold on mobile.
• Headline states the outcome; copy leads with benefits.
• Social proof is real or clearly marked as placeholder.
• Form is minimal, validated and shows a success state.
• CTA and form events tracked through the existing analytics.
• Page loads fast and works at phone width.