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LANDING PAGE OPTIMISATION
Your paid acquisition is running. Traffic is arriving. But your conversion rate is below benchmark for your category and your cost per acquisition is higher than it should be. We audit your existing page, implement the changes most likely to move conversion rate, and run a statistically valid A/B test to confirm the improvement.
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/ This is for you if
The SaaS company with a trial or demo page that is underconverting
The DTC brand with a paid social landing page problem
The B2B company where demo or contact page conversions are too low
/ What's broken
Your ad promised a specific outcome — a result, a feature benefit, a price point, a risk reduction. Your landing page headline restates your company positioning instead of matching the ad promise. The visitor arrives and cannot confirm in the first three seconds that they are in the right place. Conversion rate research consistently identifies above-fold message match as the highest-leverage single change available on any landing page.
Testimonials, case study results, G2 or Capterra ratings, and customer logos are positioned below the CTA — after the decision point. Visitors who do not scroll far enough never see them. On SaaS trial pages, customer evidence above the fold reduces friction at the most critical point of the conversion funnel. On B2B demo pages, visible logos and outcome-specific quotes replace generic category claims with credible third-party validation.
Trial signup forms asking for company size, use case, team size, and credit card details before value has been demonstrated consistently underperform against shorter forms. Demo request forms with more than five fields see measurably higher abandonment. The fields you require at the top of the funnel should reflect what is necessary to route and qualify the lead — not what would be convenient to know.
Multiple CTAs — "Start Free Trial," "Book a Demo," "Talk to Sales," "Watch a Video," "See Pricing" — compete for the same visitor attention and reduce overall conversion rate. Visitors presented with more than one primary action at a time convert at lower rates than visitors presented with one clear, specific next step.
/ What we engineer
Each workstream is built by the team that audits it, and wired into the rest of your growth system.
We map your active ad copy — search, display, and paid social — against your landing page headline and subheadline. We review keyword-level message match for Google Search campaigns and creative-level match for paid social. Where mismatch exists, we rewrite above-fold copy to mirror the specific promise driving the click. For SaaS and B2B pages, this often means creating variant pages matched to specific campaign themes rather than a single generic headline.
We identify your strongest proof assets by category — outcome-specific customer quotes, named brand logos, verified third-party review scores (G2, Capterra, Trustpilot), case study headline metrics — and restructure the page so they appear above the fold or immediately below the hero section. We review proof copy for specificity: "improved efficiency" is replaced with "reduced time-to-close by 34% in 60 days."
We audit every action element on the page and reduce them to a single primary CTA and one supporting option. For SaaS trial pages, we test button copy variants ("Start Free Trial" vs. "Try Free for 14 Days" vs. "Get Started — No Credit Card Required"). For B2B demo pages, we test specificity in CTA copy ("Book a 30-Minute Demo" vs. "Talk to Our Team"). We document the hypothesis and expected direction of each test before running it.
We review your form for field count, field type appropriateness, progressive disclosure opportunities (showing fields conditionally based on earlier inputs), error message specificity, and mobile input behaviour. For trial pages, we test removing credit card requirements. For demo and contact pages, we test reducing required fields and moving qualifying questions to post-submit. We review the confirmation page or post-submit redirect as part of the form audit — conversion does not end at the submit button.
We audit Core Web Vitals against Google's current thresholds: LCP under 2.5 seconds, CLS under 0.1, INP under 200ms. We prioritise fixes by impact on conversion rate — image optimisation, render-blocking script deferral, font loading, and layout stability. For DTC and SaaS pages with high mobile traffic share, we review the full mobile layout at 390px and 430px viewport widths and test mobile-specific CTA placement.
/ What changes
/ Common questions
Straight answers on scope, timelines and cost. Anything else, ask us directly.
Ask us directlyWe target 95% statistical confidence as a minimum before calling a test result. This means there is less than a 5% probability that the difference between variants is due to chance rather than the change we tested. Lower thresholds produce more false positives — changes that appear to improve conversion but do not. For high-traffic pages, we target 99% confidence. We also calculate minimum sample size before a test starts, so we never call a test early.
Test in order of expected impact: message match (headline and subheadline rewrite) first, then CTA copy and placement, then form field reduction, then layout and visual hierarchy, then page speed. This sequence prioritises the changes with the highest probability of moving conversion rate. Button colour and font size changes are last — they are the easiest to test but typically produce the smallest effect sizes.
SaaS trial pages are optimised primarily for message match (ad-to-headline), friction reduction (form length, credit card requirement), and above-fold social proof (review scores, customer logos). B2B demo pages are optimised primarily for specificity of the CTA ("Book a 30-Minute Demo" vs. "Contact Us"), proof quality (named customer outcomes, not generic testimonials), and qualifying the intent of the visitor before they reach the form. The underlying framework is the same; the priority order of changes differs.
Yes, where traffic volume supports it. Message match is highest when the landing page headline mirrors the specific promise in the ad. A single generic page receiving traffic from multiple campaign themes will underperform against campaign-specific variant pages. We audit your current campaign-to-page mapping and recommend the minimum number of variants that would produce meaningful lift.
At a 2% baseline conversion rate, 10% expected lift, and 95% confidence target, you need approximately 12,000 visitors per variant — 24,000 total. At 5,000 visitors/month to the page, that is roughly 5 months. At 20,000 visitors/month, it is about 6 weeks. We calculate this before the test starts so you have a realistic timeline. For lower-traffic pages, we run directional tests — changes are made and conversion movement is tracked without formal significance testing.
Start here
Share your landing page URL and we will audit it across five conversion areas — message match, proof placement, CTA hierarchy, form UX, and mobile performance. You will receive a written brief covering what we find, what we recommend fixing first, and the A/B testing framework we would use to validate the changes.
info@ignitednepal.comIgnited Nepal
Growth engineering · replies within 1 business day
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