Landing Page
Optimization Guide

The average conversion rate for landing pages is 2-5%. Top-performing landing pages achieve 10-15% or more. The optimal rate depends heavily on industry, offer, and traffic source. B2B landing pages often have lower rates (1-3%) than B2C (3-7%) because purchase decisions are more complex.

As a rule of thumb: as few as possible. Studies show that each additional field can reduce conversion rates by about 10%. For lead generation, name and email are often sufficient. For higher-value offers, more fields can make sense as they increase lead quality.

No, traditional website navigation should be avoided on landing pages. It distracts from the conversion goal. Studies show conversion increases of 100% or more after removing navigation. Only the CTA and possibly anchor links within the page should be present.

Optimal length depends on the offer: Simple, inexpensive offers work with short pages (under 500 words). Complex, expensive products or B2B services need longer pages with more persuasive content. Test both variations with your target audience.

The primary CTA should appear at least 2-3 times: above the fold, in the middle after compelling arguments, and at the end of the page. On longer landing pages, it can be placed more often. The key is that it's always reachable without long scrolling.

The best CTA color is the one that stands out most from the rest of the page. Red and orange are often effective, but contrast is what matters. The CTA color should be exclusively reserved for conversion elements and not used elsewhere on the page.

Very important. 92% of consumers read online reviews before purchase decisions. Testimonials with real names, photos, and specific results are most effective. Video testimonials can increase conversion rates by up to 80%.

A homepage serves as an overview with many navigation options. A landing page has a single goal (conversion) and minimal distractions. Landing pages are created for specific campaigns and typically have 5-10x higher conversion rates than homepages.