Landing Page
Optimization Guide

There is no single benchmark. Conversion rates depend on industry, offer and traffic source, and B2B pages usually convert fewer visitors than B2C pages because purchase decisions take longer. Measure your own baseline first, then judge every change against it.

As few as possible. Every extra field is more work for the visitor, so ask only for what you need. For lead generation, name and email are often enough. For higher-value offers, more fields can make sense because they raise lead quality.

Usually not. Leave the usual website navigation off your landing pages, because it pulls visitors away from the conversion goal. Keep only the CTA and, if needed, anchor links to sections of the same page.

The right length depends on the offer. Simple, inexpensive offers work on short pages (under 500 words). Complex, expensive products and B2B services need longer pages that make a fuller case. Test both versions with your target audience.

Show the primary CTA at least 2-3 times: above the fold, in the middle after your strongest arguments, and at the end of the page. Longer landing pages can repeat it more often. Visitors should be able to reach it at any point without long scrolling.

Pick the color that stands out most from the rest of the page. Red and orange often work, but contrast matters more than the hue. Reserve the CTA color for conversion elements and use it nowhere else on the page.

They help because new visitors do not trust you yet. Testimonials with real names, photos and specific results work best. Publish them only with the customer's consent. A short video testimonial adds credibility if the customer wants to appear on camera.

A homepage is an overview with many navigation options. A landing page has a single goal (conversion) and as few distractions as possible. Companies build landing pages for specific campaigns, and those pages usually convert better than a homepage because visitors have fewer choices to make.