LP conversion from 5% to 65%: What actually worked

We improved landing page conversion from 5% to 65%. Not with fancy tools or expensive redesigns—with systematic testing and user understanding.

The Starting Point

Our tool landing pages were converting at 5%. Users would land, look around, and leave. Classic.

The pages had:

• Long explanations of features
• Multiple CTAs competing for attention
• Generic stock imagery
• Form fields asking for too much

The Framework

Instead of random A/B tests, we followed a systematic approach:

1. Understand Why People Leave

We installed session recordings and watched 100+ sessions. Patterns emerged:

• Users scrolled past the fold but didn't engage
• Many hesitated at the CTA
• Mobile users struggled with the layout

2. Prioritize by Impact

Not all changes matter equally. We ranked hypotheses by:

• Potential impact (how many users affected)
• Confidence (how sure are we this will work)
• Ease (how fast can we test it)

3. Test One Thing at a Time

No multi-variate madness. Change one thing, measure the result, move on.

The Changes That Worked

Immediate Value Above the Fold

Before: Feature descriptions and company info After: The tool itself, ready to use

Conversion impact: +15%

Users came to do a task. Let them start immediately.

Remove Friction from CTAs

Before: "Sign up to remove background" After: "Remove background" (no sign-up required)

Conversion impact: +20%

Let people experience value before asking for commitment.

Show Real Results

Before: Stock photos of happy people After: Before/after examples of the actual tool output

Conversion impact: +12%

Proof beats promises.

Mobile-First Design

Before: Shrunk desktop layout After: Purpose-built mobile experience

Conversion impact: +8%

60% of traffic was mobile. We were optimizing for 40%.

Reduce Cognitive Load

Before: 5 different CTAs After: 1 primary action

Conversion impact: +10%

When everything is important, nothing is.

What Didn't Work

Not every test wins. These failed:

• Adding social proof badges: No significant impact
• Changing button colors: Marginal improvement, not worth the effort
• Adding chat support: Increased support load without conversion lift
• Exit-intent popups: Annoyed users, hurt brand perception

The Final Stack

After 3 months of testing:

Lessons Learned

1. Watch users, don't survey them. People say one thing and do another. Session recordings don't lie.

2. Friction is the enemy. Every field, every click, every second of loading time costs conversions.

3. Mobile isn't an afterthought. Design for the majority of your traffic.

4. Test with adequate sample sizes. Don't declare winners too early.

5. Compound gains matter. 5 changes at +10% each = 61% total improvement.

---

Working on conversion optimization? I'm always happy to chat about what's working. Find me on LinkedIn.