How to Improve the Landing Page Conversion Rate? [2025]

Landing pages are created with a single focus — “conversion”.

Whether you’re launching a new ad campaign, aiming to gain email subscribers through a lead magnet, or promoting a special event, a landing page is a great tool to do it all.

Landing pages tend to convert better due to a focused approach on a single goal, with no or minimal distractions. But if your landing page conversion rate is not hitting the desired mark, it’s time to rethink your strategy.

In this blog post, we’ll take you through a detailed guide on how to improve the landing page conversion rate, along with tools and examples.

Let’s get started!

What is a Landing Page Conversion Rate?

A landing page conversion rate is a metric that denotes the percentage of landing page visitors who completed a specific action as per your business goal.

The specific action that’s considered a “conversion” may vary depending on your business goal. It could be a completion of purchase, a signup form submission, joining a waitlist, and so on.

How to Calculate Landing Page Conversion Rate?

Here’s the formula for landing page conversion rate: 

Landing page conversion rate = Number of successful conversions ÷ Total landing page visitors

Here’s an example to understand this better:

Assume the goal of your landing page is to sell a newly launched product. The landing page was visited by 1000 users, and 50 of them purchased your product. In that case, your landing page conversion rate is 5%.

What is an Ideal Landing Page Conversion Rate?

Generally, what’s considered “a good conversion rate” depends on multiple factors, especially the industry. For eCommerce websites, a good conversion rate ranges between 2.5% and 3%.

A Littledata survey found the average conversion rate of Shopify stores to be 1.4%. But when talking specifically about landing page conversion rate, expectations are much higher. After all, that’s what their main purpose is.

Across industries, 10% or above is considered a good landing page conversion rate.

How to Increase Your Landing Page Conversion Rate

Now, let’s take you through the detailed landing page optimization guide. We’ll cover the best practices that you can implement for conversion rate optimization of your landing pages.

1. Make sure customer research is taken care of.

First things first, you must know your customer before creating a landing page for your marketing or ad campaign. The landing page must be crafted with the specific target audience in mind. 

So, if you haven’t performed customer research yet, that’s the first thing you need to address before jumping into landing page optimization.

Create your buyer persona(s). A buyer persona is a semi-fictional character describing key traits of your ideal customer, such as gender, age, profession, location, income, goals, preferences, pain points, etc. Here’s a Canva template that you can use to create your own buyer persona:

This will help you further in driving your marketing efforts in the right direction and deliver the message in your customers’ language.

2. Audit and analyze your existing landing page(s) for strengths and areas of improvement.

If you’ve already run campaigns through landing pages, analyze the statistics and figure out what’s working the best and the areas that need improvement. For example, check out the details about page load speed, bounce rate, conversion rate, etc.

Gather insights on customer behavior and preferences through tools like heatmaps and surveys if you have live landing pages for ongoing campaigns. This should help you identify the key focus areas when creating new landing pages.

3. Consider a dedicated landing page builder for professional design.

Invest in a top-tier landing page builder that can help you create highly professional landing page designs and stand out in performance as well.

On the technical front, your landing page should be fast-loading, responsive, and mobile-friendly. And from the conversion standpoint, it should have elements that can drive customers to complete the action.

All of these aspects can be taken care of with a quality landing page builder. Check out GemPages if you’re looking for a premium landing page builder for Shopify, but at an affordable cost.

GemPages not only offers you a library of professionally designed landing page templates but also a bunch of advanced features specifically designed for eCommerce stores.

Learn more: How to Create A High-Converting Shopify Landing Page With GemPages 

4. Optimize your landing page with conversion-focused elements.

When designing your landing page with GemPages, you can use conversion-focused elements such as a countdown timer, stock counter, delivery date, etc. These elements entice customers to complete the purchase or other actions based on your goal.

Be mindful of using conversion elements and make sure they are not overused or used unnecessarily. You have to be strategic about it and keep things authentic.

5. Write landing page copy that convinces your visitors.

Apart from the design, your landing page copy is one of the most crucial elements. In fact, they both go hand in hand. A beautifully designed landing page alone won’t sell without the copy doing its job to persuade the visitors.

On the flip side, if your landing page design is miserable, even a great copy won’t sell because the design impacts the perceived value of your brand.

Hire a professional copywriter if you don’t have one in the team. Help them with the buyer persona(s) so that they can align the landing page copy with their interest and voice. 

You can use a freelance platform like Fiverr to find niche copywriters with specialization in eCommerce copywriting.

Don’t just talk about features, show them the benefits. Here, you may want to use visuals along with compelling copy. For example, if you’re selling clothing products, you may want to include lifestyle or user-generated images to create trustworthiness.

6. Add visual storytelling and show your product in action.

An eCommerce landing page should seem like a long essay with blocks of text, one after another. There should be a good balance of visual elements and text.

The length of the copy may vary depending on the product. For example, if you’re selling a high-ticket product like home appliances or computers, it may require some level of education before customers can make a purchase.

On the other end, if you’re selling fashion items or accessories like watches or sunglasses, you won’t necessarily need to educate customers much.

But in either case, you should show your product in action for customers to make that final decision. Apart from studio images or videos, adding UGC (user-generated content) is a great way to win customers’ trust.

7. Perform A/B tests to build the best version of your landing page.

A/B testing (aka split testing) is a technique in which two (or more) versions of the same landing page are created and displayed to different visitors to decide which one brings more conversions.

So, when your landing page is not converting as per your expectations, conducting an A/B test can help you identify and fix the issue.

To perform A/B tests on your store, you need to install an A/B testing app. With our years of experience in CRO and A/B testing, we’ve created the GemX: CRO & A/B Testing app.

Learn more: A Complete Guide to Shopify A/B Testing

8. Optimize your landing page for mobile users.

With the rise of mobile commerce, your landing pages, along with other digital assets, need to be built with a mobile-first approach.

Here are some important findings shared by Google Ads that indicate the significance of designing a mobile-friendly landing page:

• Over half of the Google searches are done through mobile devices.

• Many advertisers receive the majority of their traffic from mobile devices.

• Visitors are 5 times more likely to bounce off your website if it isn't mobile-friendly.

Google Ads is one of the biggest advertising platforms for eCommerce business owners, and thus, these findings are quite important to consider.

Learn more: Shopify Mobile Optimization: Boost Mobile Speed & SEO

9. Built trust with social proof.

Whether it’s your website or landing page, you need to have social proof.

There are many ways to show social proof: Customer reviews, expert endorsement, press mentions, awards or recognitions, and so on.

Here’s a great example from

Brighland where the brand uses media articles as social proof.

Make sure the social proof is placed properly and gets noticed by visitors. Some brands even display a quick social proof right before the CTA button so that it removes any hesitation from the customer’s mind and entices a quick action.

10. Create a unique CTA button.

Your CTA button is the most important element from a conversion standpoint. The whole page is designed and crafted so that visitors will click the CTA button.

How and where your CTA button appears on your landing page is crucial. You want to make sure it stands apart from the rest of the content on your landing page.

You can even go for a sticky CTA button so that it’s always visible to customers even when they’re scrolling through the landing page content.

This AG1’s product page is designed with a landing page style, and it has a sticky CTA button so that customers can view it at the top when checking out the entire page.

Use personalized CTAs if needed — meaning, two different CTA buttons for different actions. This could be helpful if you’re likely to receive different types of audiences who may want to choose a different action. For example, “Buy Now” and “Take a Quiz” CTA buttons.

11. Create your landing page first, ad creatives later.

When customers click on a social media ad, they arrive at your landing page with certain expectations based on the ad creative. To ensure your landing page lives up to expectations, make sure the ad creative is aligned with your landing page content.

Since the landing page is going to cover the entire offer in detail, it’ll make it easier to extract key details to be highlighted in the ad creatives (ad copy and image). Also, it’ll ensure both are aligned in every aspect.

12. Make your offer irresistible.

Give customers the offer they can’t say no to. Kind of sounds obvious, doesn’t it?

Well, this isn’t just about offering a hefty cash discount. In fact, it may not be feasible for every brand, as some brands operate with thin profit margins. The point is, the way you present your offer should make the customers realize it’s the best deal for them.

Also, if your landing page is not about selling a product or service, you may want to offer some other incentive for them to sign up. For example, if you’re looking for membership enrollments in your program, you can offer a free gift or other perks for signing up.

13. Add trust badges to eliminate the slightest doubt from the customer’s mind.

When shopping online, some customers (especially those who’re not familiar with your brand) may hesitate to complete the checkout.

That’s why it’s imperative that you boost their trust and confidence with trust badges. There are various types of badges you may consider based on your business case, such as a 30-day return policy, money-back guarantee, secured payments, and so on.

14. Add an FAQs section to eliminate any barriers to conversion.

After going through your landing page, if the customer is confused, concerned, or skeptical about anything, they would likely leave the page. So, be proactive and address any such queries or concerns in a detailed FAQ section.

Using GemPages, you can create a stylish FAQs section as needed. Most landing page templates have it designed already and you can customize the text, design, and color scheme as per your branding.

Also, if you want, you can simply drag and drop a new design from the FAQs section.

15. Offer a live chat option to let customers chat with a sales team.

Offering a live chat option takes the query resolution to the next level. Depending on your budget and available resources, you could set up live chat with a human representative or set up a chatbot.

Let’s take this example of a landing page from Lush promoting its plastic-free toiletries.

It offers chat assistance to customers to resolve any queries.

 

Alt-text: Landing page of Lush with chat assistance

Especially if you’re selling high-ticket items, you can afford to offer live chat support through human representatives.

16. Deliver top-notch user experience (UX).

Last but not least, the overall experience of browsing your landing page has to be smooth and fast. With better UX, you can gain more engagement from visitors, and thus, it’ll increase the chances of conversion as well.

Make sure your landing page is loading fast, or else, you’ll start losing visitors after the typical threshold of 3-5 seconds. Again, a page builder like GemPages can help you meet these expectations.

Keep the navigation easy. If the design looks too busy, remove clutter and keep it neat and clean. Make sure the landing page offers great readability with a proper use of color contrast and font size.

17. Create a smooth checkout flow.

While the checkout page is not part of the landing page, it’s still important to cover this topic.

Once the customer has made the decision, the checkout flow should be fast and smooth so that the customer can complete the purchase immediately. You don’t want all your landing page efforts to go in vain because of the poor checkout experience.

Final Thoughts on Landing Page Conversion Optimization

Throughout the entire process of landing page optimization, one aspect should be considered as the central point, i.e., your customer.

Ultimately, it’s the customer who makes the decision. Your job is to give all the reasons to your customer that are needed for them to take the action, and to do so convincingly. 

To learn more about other eCommerce marketing strategies, trends, and best practices — check out more resources on the GemPages Blog. Also, join the GemPages Facebook community to network and learn from like-minded entrepreneurs and experts.