Landing Pages [Analysis & Audit]

To increase your business site traffic and your Marketing Qualified Leads (MQL) it is necessary not only to optimize your campaigns but especially your website.

This helps your business get higher rankings in search engines and improves your overall site quality. Additionally, it improves the user experience.

The Landing Pages audited was:

Improvement Opportunities:

  1. Not all the landing pages are optimized in terms of Page organized with H2s, H3s, bullets, lists.
  2. Some Keyword in image filename and alt text could be improved.
  3. The Main action intended is Not immediately clear, because there is more than one CTA.
  4. The Forms are not optimized with Minimum fields (1-3).
  5. There are Not thank you pages.
  6. Some of the Meta description are duplicated.

Theoretical framework

Landing page optimization best practices by Google

Customers want a landing page that is:


The website that visitors click into should be useful and applicable to what they’re looking for. If not, they’re more likely to leave said website for a more relevant one.

Match the keywords on your ads to your landing page.


If a landing page is poorly designed or lacks product or service explanations, this sends a signal to users that the brand or website may not be completely honest or credible.


Users shouldn’t have to click through a million links to find what they’re looking for. A landing page should be simple and straightforward–this includes the mobile experience on devices.


A landing page should be consistent and accessible, no matter the platform. If there are any issues such as a slow page load time, this may cause visitors to leave the site prematurely.

Conversion Rate Optimization

What is Conversion Rate Optimization?

Conversion rate optimization (CRO) is the systematic process of increasing the percentage of website visitors who take a desired action — be that filling out a form, becoming customers, or otherwise. The CRO process involves understanding how users move through your site, what actions they take, and what's stopping them from completing your goals.

The user-centric approach

  • Specific DRIVERS bring people to your website
  • Specific BARRIERS make them leave
  • Specific HOOKS persuade them to convert

Craft Engaging CTAs

Your call-to-action (CTA) button is the most important part of your landing page because it’s the way that new leads are created in your system. Without this button, you don’t get potential new customers, and the rest of the copy and images on your page lose their importance.

For example, in the CRO & Vendor Selection Service, there are several CTAs that could be enhanced. These include: 'Download Flyer,' 'Get In Touch,' 'Get our flyer Now,' 'Schedule a consultation now,' and 'Submit'.

It is important to note that having multiple CTAs can potentially dilute the effectiveness of your CRO efforts. To optimize your conversion rate optimization (CRO) strategy, it is recommended to streamline and reduce the number of CTAs to a single, clear and compelling call-to-action. This focused approach not only simplifies the user experience but also increases the likelihood of desired conversions. Remember, a well-crafted and strategically placed CTA can significantly improve your CRO efforts and drive better results.

Thank you pages are a basic tool to measure your conversions

We must prioritize the creation of a thank you page due to our current limitations. Implementing a thank you page not only enhances the efficiency of your campaign over time but also contributes to the improvement of your website's overall performance. This is achieved through the utilization of cutting-edge machine learning technologies and comprehensive big data analysis.

If you aspire to maximize the potential of your coveted converted user, it is imperative to have an exceptional thank you page in place.

Reducing escape routes (removing navigation elements)

Time over time, data has shown that removing the navigation and links from your landing pages will increase your conversion rates. 

By eliminating distractions caused by external links and navigation menus, you can effectively guide your visitors towards taking the desired action on your landing page. When users are presented with a focused and streamlined layout that directs their attention solely to the intended conversion goal, they are more likely to follow through and complete the desired action.

The rationale behind this strategy is rooted in the principles of cognitive load and decision fatigue. By simplifying the user experience and minimizing the number of choices available, you reduce the cognitive load on visitors, making it easier for them to make a decision and take action.

When visitors are not presented with multiple exit points or alternative options, they are more likely to stay engaged with your content and follow the intended conversion path. This increases the chances of achieving your conversion goals, whether it's capturing leads, driving sales, or any other desired outcome.

It is important to note that while removing navigation elements can be highly effective in improving conversion rates, it should be done strategically and in line with your overall user experience goals. In some cases, it may be necessary to strike a balance between reducing escape routes and providing essential navigation options that enhance the user journey.

Ultimately, by consciously reducing escape routes through the removal of navigation elements, you create a focused and persuasive environment that encourages visitors to take action and improves the overall effectiveness of your landing pages.

Run tests on your landing pages

Running tests on your landing pages is a crucial step in optimizing your website's performance and maximizing your conversions. A/B testing allows you to efficiently and effectively experiment with various versions of your website copy, content offers, images, form questions, and web pages to identify what resonates most effectively with your target audience and leads.

By conducting A/B tests, you can gain valuable insights into the preferences and behaviors of your audience. This testing methodology involves creating two or more variations of a specific element or page and presenting them to different segments of your audience. Through rigorous analysis of the data collected, you can identify which variation performs better in terms of conversion rates, engagement, or any other key performance indicators you have set.

A/B testing provides you with concrete evidence to make data-driven decisions and refine your marketing strategies. It allows you to continually optimize and improve your website's elements based on real-time feedback from your audience. By identifying the most effective copy, content offers, images, form questions, and web page layouts, you can tailor your messaging to match the preferences and needs of your target audience, resulting in higher engagement and increased conversions.

Furthermore, A/B testing provides you with the opportunity to uncover hidden opportunities for growth. It enables you to test innovative ideas, explore alternative approaches, and discover new insights about your audience's preferences and behaviors. This iterative process of testing and refining empowers you to make informed marketing decisions and stay ahead of the competition.

To make the most out of A/B testing, it is essential to establish clear objectives, define specific metrics to measure success, and ensure statistical significance in your test results. Additionally, it's crucial to maintain a structured testing schedule, allowing for ample time to collect sufficient data and draw meaningful conclusions.

In conclusion, running A/B tests on your landing pages is a powerful tool that enables you to optimize your website's performance and engage your target audience effectively. By leveraging data-driven insights, you can make informed decisions, continuously improve your marketing efforts, and ultimately drive higher conversions and business success.

Optimize for a full mobile-friendly site

Google predominantly uses the mobile version of a site's content, crawled with the smartphone agent, for indexing and ranking. This is called mobile-first indexing.

Currently, upon auditing all the pages, it has been determined that none of them are compliant with the requirement of having a mobile menu with a minimum size of 46px. This non-compliance poses a significant issue as it directly impacts the user experience on mobile devices.

Having a properly sized mobile menu is crucial for ensuring ease of navigation and accessibility on smaller screens. With the increasing usage of smartphones and tablets for browsing, it is imperative to prioritize mobile optimization to cater to the needs and preferences of mobile users.

By adhering to the recommended minimum size of 46px for the mobile menu, you can greatly enhance the usability and functionality of your website on mobile devices. This larger size will make it easier for users to interact with the menu options, leading to a more seamless and intuitive browsing experience.

PageSpeed Insights

PageSpeed Insights (PSI) reports on the user experience of a page on both mobile and desktop devices, and provides suggestions on how that page may be improved.

There are opportunities for improvement in all the main landings, we recommend seeing the reports of each one to delve into them:

  1. Corporate Training
  2. Transformation Change Management
  3. SOPs
  4. Vendor Management
  5. CRO & Vendor Selection