LANDING PAGE OPTIMISATION

Your Paid Traffic Is Landing. Your Page Is Losing It Before It Ever Had a Chance.

Every pound you spend on paid search or paid social sends people to a page that either converts them or loses them. For most businesses, the page loses them — not because the offer is wrong, but because the message doesn't match the ad, the page loads slowly, the proof is thin, and the CTA hierarchy tells the visitor nothing about what to do next. Ignited Nepal audits the landing pages receiving your paid traffic, identifies the ranked list of changes with the highest conversion impact, implements them, and builds the A/B testing framework that validates each change with data.

Request a Landing Page Audit View the evidence

Send us the URLs of the landing pages receiving your paid traffic and the campaigns driving that traffic. We will conduct a preliminary audit of each page against message match, page speed, proof architecture, and CTA hierarchy, and return a priority-ranked assessment of the changes most likely to improve your conversion rate. There is no obligation beyond the audit conversation.

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/ This is for you if

This Is Built for Businesses Paying for Traffic Their Pages Cannot Convert

The Performance Marketing Manager Watching Click Costs Rise and Conversion Rates Stay Flat: You have optimised bidding strategies, refined audience targeting, and tested ad creative extensively. Your click-through rates have improved. But your landing page conversion rate is sitting at 1.8 per cent and has not moved in six months. The gains available from further ad-side optimisation are diminishing. The larger opportunity is on the page itself — and you know it. You need a structured process that identifies which specific elements are suppressing conversions and what the ranked priority order for fixing them is.

The E-Commerce Brand Running Paid Search to Product or Category Pages: Your Google Ads campaigns send traffic directly to product pages or category pages that were built for organic browsing, not paid intent. The page expects a visitor who is already warm. The paid visitor arrives expecting the ad's promise to be fulfilled immediately — the right product, the right message, the right reason to buy now. When the page doesn't deliver that match within three seconds, they leave. You need pages built or optimised specifically for the intent state of a paid click.

The B2B Business Spending on Lead Generation With Poor Form Completion Rates: Your paid campaigns drive a reasonable volume of traffic to a contact or demo request page. The traffic quality is acceptable. But the form completion rate is low — somewhere between two and five per cent — and you cannot tell whether the problem is the form itself, the proof around it, the headline, or the page's overall credibility signals. You need an audit that isolates the conversion bottleneck rather than guessing at it.

/ What's broken

Five Reasons Your Landing Pages Underperform Against Paid Traffic

Message Mismatch Between Ad and Page

The single most common cause of poor landing page performance is a disconnect between what the ad promises and what the page delivers. A paid search ad for "commercial office cleaning London" that lands on a generic cleaning services homepage has broken the message match. The visitor expected a page that confirmed their specific need. They got a page about the business. The cognitive load of finding relevance on a mismatched page is high enough that most visitors simply leave. Message match is not a cosmetic concern — it is the foundational conversion requirement for any paid traffic landing page.

Page Speed Below the Threshold That Paid Traffic Tolerates

Paid traffic has lower patience for slow pages than organic traffic. Organic visitors found your page through intent-matching search — they have some commitment to the destination. Paid visitors arrived through an ad that competed for their attention. A page that takes more than three seconds to load on mobile loses a disproportionate share of paid clicks before the content is ever seen. Many businesses are paying per click for sessions that end at the loading screen.

Proof Is Present But Not Specific or Credible

Star ratings and generic testimonials exist on most landing pages. They do not function as strong conversion signals because visitors can no longer read them as independent. Specific proof — named reviewers with company and role, verified Trustpilot scores with a direct link, accreditations with visible certification bodies, case study results with actual numbers — creates the trust that generic social proof cannot. UK audiences in particular are sceptical of unverifiable claims.

CTA Hierarchy That Creates Confusion Rather Than Direction

A landing page with three equally prominent calls to action — "Get a Quote," "Download a Brochure," and "Call Us Today" — does not give the visitor a clear direction. It creates a decision problem. When visitors face a decision problem on a page where they had no prior commitment, they choose none of the options and leave. CTA hierarchy means one primary action is visually dominant, contextually placed, and copy-tested. Secondary actions are present but clearly subordinate. Most pages have not had this hierarchy applied deliberately.

GDPR Consent Form Placement Creating Drop-Off at the Point of Conversion

UK landing pages must include a privacy policy link and, in many cases, explicit consent language adjacent to any form submission button. When this is placed poorly — either too far from the submit button, or written in dense legal language that creates hesitation — it introduces friction at the exact point where commitment is highest. GDPR compliance and conversion performance are not in opposition, but poor implementation of one damages the other.

/ What we engineer

The Six Components of a Landing Page Optimisation Engagement

Paid Traffic Conversion Audit

We analyse the landing pages currently receiving your paid traffic against six dimensions: message match to the ad creative, page speed on mobile and desktop, above-the-fold clarity, proof specificity, CTA hierarchy, and form friction. The output is a ranked list of specific changes ordered by estimated conversion impact — not a general list of suggestions but a prioritised action plan with the reasoning behind each ranking.

Message Match Review

We map each active ad group or ad set to its destination page and score the alignment between ad copy, keyword intent (for search), and landing page headline and subheadline. Where mismatches exist, we produce revised headline and subheadline copy that restores the message match. For accounts with multiple ad groups sending traffic to the same page, we identify whether dynamic text replacement or separate landing page variants are the more effective fix.

Page Speed and Core Web Vitals Remediation

We audit Largest Contentful Paint, Cumulative Layout Shift, and Interaction to Next Paint scores for each priority page. We identify the specific technical contributors to slow load times — unoptimised images, render-blocking scripts, unminified CSS and JavaScript, server response delays — and either implement fixes directly or produce a precise technical brief for the development team. We prioritise mobile performance because the majority of UK paid traffic arrives on mobile devices.

Trust Signal and Proof Architecture

We identify where credibility is weak on each page and specify the exact proof elements to add, their placement, and the format required for maximum credibility signal. This includes Trustpilot widget placement with GDPR-compliant implementation, Google review integration, named testimonial format (full name, company, role), case study result placement, and accreditation badge positioning. Each recommendation is specific to the page and the audience it receives.

CTA Hierarchy and Form Optimisation

We redesign the CTA architecture on each page to establish a single primary action, reduce competing calls to action, and position the primary CTA at the right points in the scroll journey. For pages with lead generation forms, we audit field count, label clarity, placeholder text, error message quality, privacy policy link placement, and the consent copy adjacent to the submit button — ensuring GDPR compliance is maintained without creating conversion friction.

A/B Testing Framework

We build the testing infrastructure that validates changes with statistical rigour. Each test has a defined hypothesis, a clear success metric, a minimum detectable effect, and a sample size calculation that determines how long the test needs to run to return a reliable result. We implement tests through your existing CMS or testing platform, set up conversion tracking for each variant, and provide a read-out framework that distinguishes a genuine result from statistical noise.

Request a Landing Page Audit

/ What changes

Why 1% More Conversions Costs Less Than 1% More Traffic

Before

After

BeforeIf your landing page currently converts at 2 per cent and you improve it to 3 per cent, you have added 50 per cent more conversions from the same media spend. If instead you kept your 2 per cent conversion rate and bought 50 per cent more traffic to achieve the same result, you would pay for 50 per cent more clicks at the same cost-per-click. The additional revenue is identical. The cost is not.

AfterEvery 1 per cent improvement in conversion rate delivers the same revenue uplift as a 1 per cent increase in traffic volume — at no additional cost per click. This is why Ignited Nepal treats landing page optimisation as a media efficiency lever, not a design project. The goal is not a better-looking page. The goal is a measurably lower cost per acquisition for the same budget.

BeforeFor a business spending £15,000 per month on paid search: a current conversion rate of 2 per cent at a £3 cost-per-click generates 100 conversions per month.

AfterImproving conversion rate to 3 per cent without changing budget generates 150 conversions — 50 additional conversions at zero additional cost. At a conservative average order or lead value, this routinely represents a return on the optimisation investment within the first month of improved performance.

/ Common questions

Common Questions

Straight answers on scope, timelines and cost. Anything else, ask us directly.

Ask us directly

Does landing page optimisation require a complete page redesign?

Most conversion improvements come from targeted changes to specific elements — headline copy, CTA placement, proof specificity, and page speed — rather than a complete redesign. A full redesign introduces multiple variables simultaneously, which makes it impossible to isolate what changed performance. Optimisation through structured testing produces more reliable results than a redesign, and it preserves what is already working on the page.

How long does it take to see results from landing page optimisation?

Page speed improvements and message match corrections typically produce measurable results within the first two to three weeks because they affect all visitors immediately. A/B test results require enough traffic to reach statistical significance — for pages with moderate traffic volumes this is typically four to six weeks per test. Ignited Nepal sets realistic timelines at the outset based on your actual traffic volume.

Will GDPR compliance changes hurt my conversion rate?

GDPR-compliant consent copy and privacy policy placement, when implemented correctly, adds minimal friction. The conversion penalty comes from poorly written consent language and badly positioned privacy links — not from compliance itself. We write consent copy that is clear and brief, and we position it in a way that satisfies the requirement without creating hesitation at the submit button.

Can you work with our existing CMS and development team?

Yes. We produce implementation-ready briefs that your development team can execute directly, or we can work inside your CMS if access is provided. We have worked with Shopify, WordPress, HubSpot CMS, Webflow, and custom-built systems. Where direct implementation is not possible, the ranked optimisation brief provides everything your team needs to execute the changes independently.

What is the minimum traffic volume needed for meaningful A/B testing?

A reliable A/B test generally requires a minimum of 500 conversions per variant to detect a 20 per cent relative improvement with 80 per cent statistical power. For pages with lower traffic, we prioritise direct implementation of high-confidence changes — message match, page speed, proof placement — over testing, and reserve the testing framework for pages where the traffic volume supports it.

/ Our team