After running 500+ landing page tests, here’s what consistently moves the conversion needle.
Above the Fold
- One promise. One CTA. No alternatives.
- Hero headline answers “what is it + who is it for + what changes” in <12 words
- Sub-headline reinforces with the outcome, not the feature
Social Proof, Early Move
logos and testimonials above the fold or directly below it. Conversion lifts of 18-35% are common.
CTA Specificity
“Submit” → “Get My Free Audit” beats by 22%. Specificity wins.
Form Friction
Every additional required field drops completion by ~7%. Audit forms should be 3-4 fields max.
Mobile-First Layouts
- Sticky CTA on scroll (mobile only)
- Stack columns vertically with priority order
- Tap targets 48px minimum
Speed Is
Conversion LCP under 2.5s — every additional second drops conversion by 7-12%.
Testing Cadence
One meaningful test per week. Two-week minimum runtime per test. Statistical significance >95% before declaring winners.
These principles compound — fix all of them and you typically see a 2-4x lift in conversions over 90 days.