Landing page optimisation builds a dedicated page per campaign, matched exactly to the ad or email that drove the click. Any campaign with meaningful spend outconverts on a dedicated page versus a generic site page.
What's included?
- One page per meaningful campaign, message-matched to the exact ad or email
- Single primary CTA, repeated at logical scroll points
- Fast load times, since paid traffic abandons slow pages before converting
- A/B testing on headline, CTA and proof placement
Most paid traffic lands in the wrong place
The most common waste we find in ad accounts is traffic sent to a homepage or a generic service page. The visitor clicked a specific promise and landed somewhere that does not repeat it. They leave, and you pay for the click anyway. A dedicated page for each important campaign, matching the ad's promise, fixes a surprising amount of wasted spend.
What the evidence says
- Unbounce's Q4 2024 analysis of 41,000 landing pages, 464 million visitors and 57 million conversions puts the median conversion rate at about 6.6% (Unbounce, Q4 2024 data)
- In the Deloitte and Google study, a 0.1 second mobile speed gain lifted progression from the first form step to submission by 21.6% on lead-generation sites (Deloitte and Google, Milliseconds Make Millions)
- One headline test at Bing lifted revenue by 12%, worth more than $100 million a year in the US (Harvard Business Review, 2017)
What we build into every page
- A headline that repeats the ad's promise in plain words
- One clear action, above the fold on mobile
- Proof close to the action: reviews, logos, numbers, guarantees
- Short forms that ask only what sales needs
- Fast loading, tested on real mid-range phones
- A version for each major audience or offer, not one page for everything
Message match also helps quality score in Google Ads, which lowers your cost per click. Better pages make the media cheaper as well as converting more.
Testing
Once pages are live, we test headlines, offers, proof and form length in sequence, running tests to proper sample sizes. See CRO for the full testing programme and the psychology of landing pages.
How we measure it
Conversion rate, cost per lead or sale, lead quality and quality score changes in paid accounts.