Landing Page Audits: Best Practices and Critical Issues Highlighted

Oliver Kenyon
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January 23, 2024
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Nothing sells more than a great offer on a well-designed landing page. But even the best offers can fall flat if the landing page itself is poorly designed or not optimized for conversion.

Some of the key factors that can make or break a landing page include the headline, offer, copy, form, and call-to-action (CTA). A well-designed landing page will take all of these factors into account and be designed to convince visitors to take a specific action, such as making a purchase, signing up for a newsletter, or downloading a white paper.

However, not all landing pages are created equal. In fact, many landing pages are so poorly designed and optimized that they actually do more harm than good. That’s why, at Conversion Wise, we conduct regular landing page audits to help our Facebook community, our email list, and our clients improve their conversion rates.

We randomly use landing pages that members from our Facebook group “Conversion Wise” post and analyze them to see what’s working well and what needs improvement.

In this session, we analyze 4 landing pages and give feedback on what’s working well and what needs improvement.

If you are not in our group or haven’t subscribed to the live YouTube channel where we deliver these audits, you can watch the recordings and get the links to all four landing pages we’ve analyzed.

Let’s get started with the first one.

I’m going to use some tools to help me with my analysis. The first one is called “Tools.Pingdom”

With this tool, I can check the page speed and see if any issues need to be addressed.

The second tool I’m going to use is “Built With.” This tool will tell me what technology was used to build the landing page.

Now before I move on, I want to give you a quick overview of what we do at ConversionWise while conducting these audits.

We focus on conversion principles, and we also take a look at the technical aspects of the landing page.

The conversion principles we focus on are:

1) AIDA principles:  Attention, Interest, Desire, Action

2) Page load time/speed

3) Trust Icon

4) Readability

5) Call to action

There might be more, but these are the main principles.

Let’s start with the first one.

Landing Page 1: Bossar Agency

Let’s check the speed first.

Checked the speed with Tools. Pingdom, and it shows 4.65s. Well, it’s not good enough. Remember, the speed should be less than 3s. So this one needs to improve.

Let’s see what’s the reason for the slow speed.

It looks like they have many video testimonials slowing down the speed.

You need to make sure if you are using video content, that it is compressed as much as possible to ensure a fast loading time.

4.65s would harm your conversion rate, so I recommend removing some of the videos or compressing them further.

The principles of AIDA remain the same whether you’re looking at a landing page or any other type of marketing collateral.

I checked they have added a lot of social proof down below, but the Hero section is missing social proof.

You need to add a star rating or customer review in the hero section. This will help increase your conversion rate.

I would ask to change the color of the call to action here as it’s so much going blue in the design.

Maybe a contrasting color would work better here. I would also ask to use emojis or some images to make it more clickable.

Emojis have been shown to increase click-through rates by 40%

Now around your main call to action, I don’t see any trust icon or anything that can increase the trust of the customer. This makes people ad their email addresses without any hesitation.

Adding an SSL seal, privacy guarantee, or something like that can build trust around your main call to action.

The videos are good, but I would also want to read some content because not everyone would click on the video and watch it till the end.

First, discuss the pain points and then talk about your solutions. This sequence has been shown to be more effective.

You can explain the process or the benefits you offer to hook people in and make them want to watch the video.

So, the last two things:

I would recommend adding an FAQs section to answer people’s questions.

After that, you can give another headline and your final call to action, so it bundles a complete funnel.

Final Thoughts:

  • Improve the speed
  • Add social proof in the hero section
  • Change/modify the color of the call to action button
  • Add trust icons around CTA
  • Add an FAQs section

Landing Page 2: Cari Collection

Let’s check the speed first.

Wow! This one is just 1.10s. That’s great for a Shopify page. The first impression looks fine. The page has got really pretty branding.

However, I would decrease the size of this banner as it seems to be taking up a lot of space and might be distracting people from the rest of the content.

You could add any seasonal sale or offer you’re running in the toolbar at the top, where you can talk about free UK delivery.

It would increase the urgency and encourage people to buy from you.

Now you are going straightly into categories of what you sell. But I would add a value proposition or some headline in the hero section which tells people what they can expect from this page.

Also, the page is missing a 5-star rating or customer reviews which can build trust and increase the conversion rate.

Also, 24-hour customer support, guarantee, or something like that would work excellent here as a trust icon.

Now where the page talks about best-selling articles, I would use some star ratings or customer reviews here to back up the claim.

Now when we move to the bottom, I see your introduction, but I don’t see any call to action nor any social proof. 

This is important because this is the last thing people will see on your page, and you want to give them a strong reason to buy from you.

Add reviews with real customer photos so people can connect with them. Finally, I would suggest adding FAQs to answer any questions people might have.

Also lastly, if Cari Collection has been featured in any popular publications, it would be great to add those logos here.

Final Thoughts:

  • Decrease the size of the banner
  • Add urgency in the toolbar
  • Use a value proposition or headline in the hero section 
  • Add customer reviews or star rating
  • Use social proof in the form of reviews and customer photos
  • Add FAQs section
  • Add logos of any popular publications you have been featured in.

Landing Page 3: 215 Mercury

Let’s check the speed first.

The speed is pretty awesome! The first impression looks good. I love your headline about hassle-free returns. This would definitely increase the conversion rate as people always worry about returns when shopping online.

But I don’t like the contact number in blue with a yellow background on the top toolbar. It’s not attractive to the eyes, and people might not even notice it.

Also, it’s great you have added lots of trust icons, but the size seems bigger than necessary. It doesn’t make your call to action stand out.

The part seems busy and might distract people. A small part where you have your headline, sub-headline, call to action, and the large trust icon.

So, I would defiantly reduce the size of trust icons.

The next thing is, I love the next part. You have social proof, but I would relocate the social proof. Next to the call to action button, I would put it above the fold.

Now check the content here.

It doesn’t read really well. I have to put effort into reading it. I would end this gap, make it more readable, and use simple words.

Look at the padding on the sides. It’s too big and makes the content look small in comparison to all that white space.

Also, here you have the same trust icons with the same big size, and the call to action in yellow doesn’t seem to stand out.

So, instead of enlarging the trust icons, I would focus on the call to action, which seems lost in the design.

I would also add FAQs below the fold to answer people’s questions and then end the page with the last CTA.

Overall, I love the design. You are all set with a bit of tweak here and there with the content!

Final Thoughts:

  • Use a different color for the contact number on the top toolbar
  • Reduce the size of trust icons
  • Put social proof next to the CTA button
  • Fix the content so it’s more readable
  • Reduce the padding on the sides, so the content looks bigger
  • Fix CTA design, so it stands out more
  • Add FAQ section
  • Add the last CTA at the end of the page.

Landing Page 4: Garden Tech

Let’s check the speed first.

The speed is good. Not as good as the third one, but it’s still good for a store.

This is another homepage that goes straight into the collection part. There is no social proof or call to action in ” above the fold.” I would suggest adding a headline or a value proposition to increase conversion.

The text of the prices doesn’t read well. You can increase the size of prices and use a different color.

But the section seems too busy—the trust icon with categories, collections, and the search bar.

Maybe you can free up some space, so it looks less busy. I would remove the sky blue top toolbar. It’s not needed, and it doesn’t add anything to the design.

If you want to keep it, add any seasonal sales or offers, so people are likelier to click on it.

I love you have added star ratings to your products, but if you added reviews with real customers’ photos, it would be awesome!

When I go to the bottom, it seems incomplete—no call to action at the end of the page.

I don’t see any bullets or anything. Maybe some related products or something to get people to stay on the website and explore more.

All in all, it needs work.

This is because people trust reviews more than star ratings. Again, I suggested adding FAQs to answer any questions people might have.

I would also add a call to action at last to increase conversion.

Final Thoughts:

  • Add a headline or value proposition
  • Increase the size of prices and use a different color
  • Free up some space, so it looks less busy
  • Add reviews with customer photos
  • Add related products at the bottom
  • Add a call to action at the end

There you go! These are some of the landing pages we audited. Of course, it will help them to make the changes, but it will also give you some insight into how you can improve your landing pages.

We often offer these types of audits for free to our community. If you want to get, your landing pages audited by us, join our Facebook group and post your queries there.


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