Landing pages

Wiki

• Topic

  Trust signals

• Topic

  Landing page

• Topic

  Bounce rate

Playbooks

• Playbook

  Engage more visitors

  Design landing pages that continue the conversation from your ads and content, matching visitor intent with the right message, proof, and call to action.

• Playbook

  Landing pages built for one job

Articles

• Article

  Identify your best pages and redirect traffic

  Don't build new pages yet. First, analyse which current pages convert best and redirect underperforming traffic there. Quick win with zero build time.

• Article

  Optimise existing pages for mobile and message match

  60%+ of traffic is mobile. If your page isn't optimised for small screens, you're losing half your visitors. Also ensure your ad promise matches the landing page headline exactly.

• Article

  Build segment-specific pages only where volume justifies it

  Calculate which segments need dedicated pages based on traffic volume and message distance. If belief gaps are close, segments can share pages. If gaps are large and volume is high, build separate pages.

• Article

  Test systematically and apply learnings

  A/B test one element at a time on highest-traffic pages. Start with headlines (biggest impact), then proof, then CTA. Apply winning patterns across similar pages without re-testing everything.

• Article

  Personalise pages by traffic source

  Show different messaging or proof points depending on whether visitors come from search, ads, or social, so the page matches their expectations.

• Article

  Test above-the-fold variants

  Experiment with headline, subhead, and hero image combinations to find what keeps visitors on the page past the first screen.