Conversion rate optimisation and landing page design

When a landing page underperforms, the instinct is to change the colours or the button. Usually the problem sits earlier. The ad promised one thing and the page talks about another. A visitor searching in Arabic lands on an English page. A mobile user waits for a heavy page to load and leaves. Conversion rate optimisation starts by checking that the page continues the conversation the ad began.

Testing is the second area where effort is often wasted. A/B tests need enough traffic and conversions to give a reliable answer. On smaller sites, running many tiny tests produces noise, not insight, and teams end up acting on chance results. In those cases we make bigger, well-reasoned changes based on analytics and user behaviour, then measure the difference over a sensible period. On busier pages, we test properly and let the data settle the argument.

Finally, a conversion is only useful if it turns into business. A page that gets more form fills by asking for less information may also bring weaker leads, which simply moves the problem to your sales team. We look at what happens after the form, with your sales team where possible, so optimisation improves revenue and not just a number in a report. Sometimes the right change is adding a question, not removing one.