10 landing page optimization case studies and examples to inspire you
By Paul Park
Updated on June 28, 2024
14 min read
Did ya ever hear the story of the four-minute mile? Throughout history, many runners tried to run a mile in four minutes or less and failed, leading to the common belief that it was simply beyond the limits of human ability. “It’s impossible,” they said.
Then, in 1954, a runner named Roger Bannister did the impossible and ran a mile in three minutes and 59 seconds. What’s even more remarkable is that, soon after, other runners broke the barrier as well, and in even shorter times.
Here’s the key lesson: When you see what others are capable of achieving, it opens the door to what you can accomplish.
This insight is especially useful when it comes to optimizing your landing pages —just take a gander at these landing page case studies , and you’re sure to feel sparks of inspiration about how you can fast-track your results like a marketing Usain Bolt.
TABLE OF CONTENTS
- What is landing page optimization?
- 10 landing page optimization examples and case studies
How will you write your landing page optimization story?
Paul is a writer on Unbounce’s content team who lives and breathes storytelling. (It’s like oxygen but with better plotlines!) Ask him what he’s up to at any given moment and you’ll get answers ranging from folding paper dragons (y’know, origami) to catching up on the latest cool tech, and finding other ways to channel his inner geek.
» More blog posts by Paul Park
What is landing page optimization, and why does it matter?
Landing page optimization is the art and science of turning first glances into action (y’know, conversions). It’s all about tweaking and tuning your digital welcome mat so every visitor feels like it’s been rolled out just for them. This process isn’t just about slapping on a fresh coat of paint. It’s a meticulous method of analyzing, testing, and refining the elements of your landing page to boost the likelihood that a visitor will convert—whether that be signing up, making a purchase, or downloading your latest ebook . Landing page optimization tools can take many forms, including A/B testing , AI-powered traffic routing , heatmaps, and others. In the case studies below , you’ll see how different marketers choose the best tools for their particular situations.
Why is this optimization odyssey crucial for marketers? In the bustling online marketplace, your landing page is like a storefront window. If the display doesn’t catch the eye, potential customers will just stroll on by. Optimizing your landing page ensures that once visitors land, they’re greeted with a compelling, persuasive, and user-friendly experience. It’s about making every second count to reduce bounce rates and boost conversion rates . After all, what’s the point of driving traffic if it just drifts away like a tumbleweed through a ghost town? Landing page optimization also lets you peek into your audience’s preferences, behaviors, and triggers. This isn’t just about changing button colors or changing layout templates (although those can definitely be part of the process). It’s about crafting an experience so tailored and tempting that clicking “Buy” or “Subscribe” becomes as natural as scrolling through a feed.
For marketers, it’s the closest thing to a mind-reading device, providing insights that fuel smarter, more effective marketing strategies across all channels .
So, roll up your sleeves and dive deep into optimization—because in this game, the best setup wins the most conversions.
10 landing page optimization examples and case studies to spark inspiration
Okay, now let’s explore some examples (most of which were done through Unbounce) that show how marketers hit their goals and achieved greater levels of success through landing page optimization.
- Going: How a three-word change led to a 104% conversion boost
- Campaign Monitor: How dynamic verb matching boosted conversions by 31.4%
- Love Child Organics: How a shift in visuals and targeting improved results
- Zola: Unlocking more “I do’s” with higher conversions
- Hotjar: Popping up a way to increase trial signups
- World of Wonder: Using AI to unlock new heights in conversion
- CD Baby: How to regularly hit double-digit conversion rates
- Truckers Report: Steering towards success with higher conversions
- ClickMechanic: Fine-tuning the journey to optimization
- Moy Consulting: Blowing the roof off with 5x growth in 6 months
1. Going: How a three-word change led to a 104% conversion boost
The challenge
Travel discount company Going’s business model hinges on giving potential customers a taste of their service through two primary methods: a free plan with limited features and a two-week trial of a premium paid plan.
Historically, Going’s landing page prompted visitors to sign up for the free, limited plan. But the company had a hunch: If potential customers could directly experience the full benefits of the premium plan, they might be more likely to convert to paying members.
The solution
To test this theory, Going’s marketing team used Unbounce’s A/B testing tool . They crafted an experiment on the homepage by tweaking the call to action (CTA). The original CTA, “Sign up for free,” was pitted against a new variant: “Trial for free.” This change might seem minor—just three words—but it more directly invited users to experience the full value of Going’s offering without any commitment.
The impact of this simple word swap was nothing short of spectacular. The A/B test revealed a 104% increase in the trial start rate month-over-month. This not only proved Going’s hypothesis but also marked a significant turning point for the company.
“This experiment, as small as it was, legitimately changed the way that we’re able to spend on media,” reported Forrest Schaffer, Going’s Senior Manager of Growth. For the first time, Going’s conversion rate through paid channels surpassed that of organic traffic, marking a massive win for the company’s marketing strategy.
This success story from Going serves as a powerful reminder that the right words can make a world of difference. It underscores the importance of continually testing and refining every element of your landing pages—because you never know which small change could lead to your next big breakthrough.
Read the full Going story here.
2. Campaign Monitor: How dynamic verb matching boosted conversions by 31.4%
Campaign Monitor , a San Francisco-based company that simplifies email marketing campaigns, faced a common challenge: increasing the effectiveness of their PPC landing pages .
Their hypothesis? If the copy on a landing page dynamically matched the exact verb used in a visitor’s search query, it could significantly boost the page’s relevance and the likelihood of conversion.
For instance, if someone searched “design on-brand emails,” the word “design” would appear in the headline and CTAs, rather than alternatives like “build” or “create.”
To test this theory, Campaign Monitor set up an experiment using Unbounce’s dynamic text replacement (DTR) feature. This tool allowed them to change the text on the landing page to directly reflect the search terms used by potential customers. The setup involved creating two variants of the landing page to measure the effectiveness of the dynamic text replacement against a control version.
Before launching, they ensured the sample size and test duration were adequate to achieve statistical significance. With a total of 1,274 visitors across both variants over 77 days, they were set to see if dynamically matching the verb from the search query to the landing page content would indeed increase conversions .
The outcome was clear and compelling. After the 77-day period, the variant with the dynamically changed verb saw a remarkable 31.4% increase in conversions, with signups for Campaign Monitor’s software trial significantly outperforming the original. This test not only reached 100% statistical significance but also affirmed the power of aligning landing page copy with user intent.
This example highlights the effectiveness of tailoring content to meet the specific needs and language of potential customers. By matching the landing page verb to the search query, Campaign Monitor made their offer feel more relevant and enticing, leading to an impressive lift in conversions. It’s a powerful reminder that sometimes, the right words are all you need to turn prospects into customers.
Read the full Campaign Monitor story here.
3. Love Child Organics: How a shift in visuals and targeting improved results
Aiming to expand their email marketing reach, Love Child Organics faced high costs in acquiring subscribers through their initial coupon offer landing page, which had a conversion rate of 43% and a cost-per-acquisition (CPA) of $2.00.
Banan , the marketing agency hired by Love Child Organics, employed A/B testing on Unbounce to optimize their landing pages . They experimented with different imagery, swapping photos of babies for toddlers, and refined their ad targeting strategies to better align with their audience’s preferences and behaviors.
These are just two of the adorable photos Banan tested to see which performed better on their landing pages.
These strategic changes significantly improved performance. After eight months of optimization, the conversion rate soared to 69% (from 43%) and the CPA decreased to $1.30 (originally $2.00), marking a significant 60% improvement in the conversion rate.
These optimizations not only cut costs but also better positioned the brand for its commerce transition, enabling them to showcase products more effectively through landing pages .
Read the full Love Child Organics story here.
4. Zola: Unlocking more “I do’s” with higher conversions
Zola , a leading online wedding planning and registry service, needed to scale their digital marketing efforts to match their rapid growth and diverse product offerings. Their goal was to enhance user engagement and increase conversions through targeted advertising and personalized landing pages .
Leveraging Unbounce’s landing page builder , Zola’s marketing team developed over 300 landing pages tailored to very specific audience segments. These pages were designed to resonate with different types of visitors, from Pinterest users interested in building wedding websites to couples curious about how their home decor style could influence their registry choices.
They utilized Unbounce’s capabilities to quickly launch and optimize these pages , ensuring a seamless alignment between ads and landing pages.
This strategic approach resulted in a significant boost in efficiency and effectiveness. Zola saw an increase in conversion rates ranging from 5% to 20% across these new landing pages compared to their previous website pages. The insights gained from the highest-performing landing pages were so impactful that they were incorporated into the overall design and structure of Zola’s main homepage, further enhancing their marketing success and user experience.
Read the full Zola story here.
5. Hotjar: Popping up a way to increase trial signups
Hotjar , known for its heatmaps and behavior analytics tools, faced the challenge of increasing trial signups from their website traffic. They needed a solution that would convert without being obtrusive, maintaining a positive user experience.
They decided to employ a targeted popup strategy on their pricing page. This popup was designed to trigger only for first-time visitors as they showed intent to leave the page. It offered a valuable ebook, effectively using an incentive to encourage visitors to sign up for a trial.
The popup proved to be a game-changer. It achieved a 3% conversion rate, significantly boosting Hotjar’s trial signups by over 60 new users each month. Impressively, 75% of these new signups were from completely new customers. This strategic implementation not only enhanced their conversion rates but also offered insights into effective engagement techniques, demonstrating the power of well-placed, relevant offers.
Read the full Hotjar story here.
6. World of Wonder: Using AI to unlock new heights in conversion
World of Wonder , the bustling media company behind RuPaul’s Drag Race , faced a common dilemma: How to optimize their landing pages for better conversion without getting bogged down in complexity.
The team wondered if Smart Traffic, Unbounce’s AI-driven optimization tool , could enhance their campaign landing pages’ effectiveness. Their hypothesis was simple, yet ambitious: Test Smart Traffic on three different campaign landing pages over a four-week period to see if it could boost conversion rates.
Smart Traffic uses AI technology to analyze visitor attributes like location and device to direct them to the most suitable landing page variant, maximizing the likelihood of conversion. For Maggie, a designer at World of Wonder, the appeal was clear. Despite the company’s fast-paced environment, she recognized the potential of Smart Traffic to streamline their efforts. “It’s pretty quick,” Maggie said, “and it’s not like you have to change the whole page.”
With just a few clicks, new variants were created and deployed, leveraging historical conversion data to fine-tune each visitor’s experience. This approach not only addressed user needs more effectively but also allowed the team to remain agile—critical in their fast-moving industry.
The results were nothing short of impressive. Over the test period, World of Wonder witnessed an overall conversion lift of 19.7% across the three tested pages . Some specific page variants even surpassed this average, highlighting the potent impact of targeted, AI-driven optimization.
This experiment not only underscored the effectiveness of Smart Traffic but also demonstrated its ease of integration into existing workflows. Even in an industry where conversion rates hover around 7.9%, using AI to enhance user experience proved to be a game changer.
Read the full World of Wonder story here.
7. CD Baby: How to regularly hit double-digit conversion rates
CD Baby is an independent music distribution company that gives music artists a platform to release their music to the world while retaining full ownership. (And no, they don’t sell CDs anymore, in case you were wondering. These days it’s all digital.)
CD Baby operates in a niche, yet expansive, market, catering to artists at varying stages of their careers and across diverse geographical locations. The primary challenge was crafting targeted messaging that could resonate across such a fragmented audience, with the aim to boost traffic, lead generation , new accounts, and ultimately, ecommerce revenue .
To address this multifaceted challenge, CD Baby leveraged the power of highly specialized landing pages . These pages allowed the marketing team to have tailored conversations with specific segments of their audience. “Landing pages allow you to diversify and scale your messaging, so you can have custom conversations with specific audiences,” explained Daniel Parscale, marketing specialist at CD Baby.
The real game-changer was the integration of Smart Traffic , which used AI to automatically direct visitors to the most appropriate landing page variant. Each visitor experienced a version of the page that was most likely to appeal to them, whether they were more motivated by direct monetization benefits or social proof.
The application of targeted landing pages combined with Smart Traffic led to staggering results: one of CD Baby’s campaigns has maintained a stable conversion rate of 37.17% over six months, drastically outperforming the industry median conversion rates of 3% for e-commerce and 5.2% for SaaS. This campaign was specifically designed for branded searches, aiming to capture the attention of users already familiar with CD Baby but uncertain if it was the right fit for them.
Read CD Baby’s full story here
8. Truckers Report: Steering towards success with higher conversions
Truckers Report needed to revamp their landing page to better serve their community of truck drivers who use the platform to find job opportunities so they worked with CXL to make some improvements.
The existing page was underperforming, as shown by lackluster engagement metrics and conversion rates. CXL’s initial assessments highlighted several areas for improvement: The page wasn’t fully optimized for mobile users , who constituted about 50% of the site’s traffic, and it lacked compelling content that resonated with the users’ needs and desires.
Armed with insights from Google Analytics , SessionCam , and targeted online surveys, they created a more engaging and responsive landing page.
They focused on enhancing usability for mobile users and addressing the visual and textual elements that were falling flat. The stock photo of the generic handshake was replaced with imagery that truck drivers could relate to, and the headline was rewritten to clearly highlight the benefits of joining the Truckers Report community, specifically targeting key driver concerns like pay, benefits, and home time.
They also improved the overall design to make a better first impression while maintaining the page’s usability, which heat maps and user session videos showed was already effective. Importantly, CXL bolstered the page’s credibility by adding testimonials and trust signals to reassure drivers of the legitimacy and value of the opportunities presented.
After six rounds of iterative testing, focusing on refining these elements without dramatically altering the layout, they achieved a conversion rate that was 79.3% better than the original . This significant improvement highlighted the power of responsive design , targeted content , and visual appeal in driving conversions.
The Truckers Report case study underscores that testing is a marathon, not a sprint. It requires patience, persistence, and a willingness to learn from each test. Remember, each round of testing provides valuable insights that can inform future optimizations, making it essential to view these efforts as ongoing campaigns rather than one-off attempts.
Read the full Truckers Report story here.
9. ClickMechanic: Fine-tuning the journey to optimization
ClickMechanic , a UK-based auto repair marketplace, used customer feedback and heatmap data to optimize their landing pages and drive impressive growth.
They faced two main obstacles in their quest for higher conversions: Potential customers were hesitant to book services due to pricing concerns and a lack of transparency about who would be performing their car repairs. The company needed to identify these barriers and find solutions that would not only encourage bookings but also enhance user trust and satisfaction.
With concrete data in hand, ClickMechanic took strategic steps to address the identified issues.
The team decided to adjust their pricing to be more competitive and aligned with market rates. Moreover, they implemented a feature that allowed customers to see mechanic profiles before booking, fostering a greater sense of trust and control among users.
Informed by heatmap data, ClickMechanic concentrated their redesign efforts above the fold, making sure that the most crucial information and CTAs were immediately visible without scrolling. This targeted redesign not only saved costs on unnecessary modifications but also ensured that the changes would have the maximum impact on the user’s first impression.
Adjusting the pricing structure resulted in a 60% increase in revenue within just two months —a clear indication that they had successfully aligned their offerings with customer expectations. Also, by enhancing transparency around mechanic assignments, they achieved a 10% increase in conversions , proving that trust is a critical component of the customer decision-making process.
The strategic redesign of the landing pages, focusing on optimizing the above-the-fold content, paid off with an additional 15% increase in conversion rates . This approach not only made their landing pages more effective but also more cost-efficient, reducing the need for extensive redesigns and engineering work.
Read the full ClickMechanic story here.
10. Moy Consulting: Blowing the roof off with 5x growth in 6 months
In the competitive world of digital marketing, particularly within niche industries like roofing, achieving high conversion rates can seem like scaling a particularly steep roof (see what we did there?). This was the exact challenge faced by Mats Moy, founder of Moy Consulting , who juggled multiple roles and responsibilities while trying to grow his business in an industry where every click costs a premium.
As a one-man band managing multiple clients and his own marketing, the pressure was on. In the roofing industry, where clicks can cost upwards of $60, maximizing the value of each visitor was crucial. Mats needed a strategy that could not only increase conversions but also manage this without requiring constant hands-on attention, allowing him to focus on expanding his business.
The breakthrough came when Mats decided to shift his business model from solely providing services to educating his clients. He launched a lead generation training course specifically for roofers, teaching them how to effectively use Unbounce landing pages to captivate their local markets. By empowering roofers with the skills to create and optimize their landing pages, Mats enabled them to drive their marketing autonomously.
The real game changer was his strategic use of Unbounce’s AI-powered Smart Traffic . By setting up multiple variants of his registration landing page, Mats could let the AI determine which version performed best for each visitor, eliminating the need for labor-intensive A/B testing.
The impact of this innovative approach was dramatic. Within six months, Mats grew his client base from 15 to over 80 (over 5x growth!). The registration landing page for his training program boasted an 8% conversion rate , and with the help of Smart Traffic, he saw an overall lift of more than 35%. This efficiency allowed Mats to expand his team, bringing on four additional marketers to help manage the increased workload and continue scaling Moy Consulting.
This case study not only highlights the success of using AI and machine learning to enhance landing page performance but also demonstrates the power of educating clients to use these tools themselves. As Mats Moy has shown, giving clients the reins to their digital strategy, with some smart technology to guide them, can lead to exponential growth and sustainable business practices.
Don’t miss out on the latest industry trends, best practices, and insider tips for your marketing campaigns
Read the full Moy Consulting story here.
As you’ve seen in these case studies, the path to higher conversions is paved with insights, ingenuity, and a culture of testing . From tweaking a headline to overhauling a campaign strategy, every change is a line in the story of your marketing success. Now, it’s your turn. How will you apply these lessons to your pages? Will you dive into data-driven strategies, embracing landing page testing tools like A/B testing and Smart Traffic to understand what makes your audience click? Or maybe, you’ll start a dialogue directly with your users, harnessing the raw power of feedback to refine your offers and messages. No matter the tools and tactics you choose, the core of your story should be focused on creating a seamless and compelling user experience. After all, the best stories are those that not only captivate but also connect deeply with their audience.
Related articles
Conversion optimization
12 must-read cro case studies to inspire your next campaign.
May 1, 2024 . 20 minute read
A/B Testing
10 a/b testing examples and case studies to inspire your next test.
May 3, 2024 . 17 minute read
What is CRO testing? A step-by-step guide to running efficient tests
April 30, 2024 . 17 minute read
Landing page optimization
101 landing page optimization tips.
October 20, 2023 . 40 minute read
(Guide) How to choose & customize a landing page template
July 29, 2020 . 10 minute read
What to A/B test: 10 A/B testing ideas to inspire your experiments
May 13, 2024 . 13 minute read
What is A/B testing? A step-by-step guide with ideas & best practices
March 16, 2024 . 29 minute read
Are you getting the most out of landing page testing? Here’s the best way to get results
March 18, 2024 . 28 minute read
Explore our resource library
Get actionable insights, expert advice, and practical tips that can help you create high-converting landing pages, improve your PPC campaigns, and grow your business online.
Landing pages
Marketing ai, campaign strategy.
Are you an agency specialized in UX, digital marketing, or growth? Join our Partner Program
Learn / Guides / LP optimization
Back to guides
6 real-life landing page optimization examples in action
High-converting landing pages don’t just decrease customer acquisition costs and ensure you’re driving the most value possible from your campaigns. They also help you create a better experience for the people who matter the most—your users.
But to create a high-converting page with an excellent user experience (UX), you need to look at successful landing page optimization (LPO) examples and learn how to implement their strategies.
Last updated
Reading time.
In this chapter of the LPO guide , we examine some of the most effective landing page optimization examples. With some help from Hotjar (hi there! 👋), each of these companies created pages that delight visitors with a user experience so great, they continue to come back for more .
These real-world case studies help you understand exactly why you need to optimize your landing pages, which LPO techniques work best, and how they look in action, so you can set up your own pages for success.
Use Hotjar to supercharge your landing pages
Use Hotjar’s digital experience tools to understand why users behave the way they do—and find solutions that increase conversions.
6 highly effective landing page optimization examples to learn from
Your landing page’s main objective is to deliver a laser-focused user experience that helps your visitors achieve their jobs to be done and helps you achieve your conversion goals.
As you review these practical LPO examples—and see how companies used Hotjar’s tools to up their landing page game— take note of which strategies and tactics you can implement on your landing pages to replicate their results.
1. How ClickMechanic used heatmaps for cost-effective redesigns
When UK-based marketplace ClickMechanic decided to redesign their landing pages, Hotjar’s digital experience insights tools turned out to be exactly what they needed to keep the process cost-effective.
After receiving some enlightening feedback about their sign-up process using surveys , the team realized their landing pages could also use some optimizing, so they turned to heatmaps.
Heatmap data showed that the vast majority of their landing page visitors never even scrolled beyond the hero (the main image on the homepage). As a result, the ClickMechanic team focused on redesigning the content above the fold, instead of giving the entire page a revamp.
This approach helped the company save money on design and engineering and deliver a 15% increase in conversions .
Why this LPO strategy works
Visual user insights—like those that come from analyzing heatmaps or recordings —help you spot simple ways to improve your user’s experience and deliver small incremental changes that have a big impact.
Heatmaps visually represent where visitors click, move, and scroll, helping you understand how they really engage with your site , so you know which landing page elements to optimize to improve their experience.
💡 Pro tip: use concept testing alongside heatmaps to bring fast and effective user insights into your redesign process.
A landing page redesign takes a lot of time—it pays to ensure you get it right. Hotjar’s concept testing feature helps you test your new landing page design, lead generation form fields, calls to action (CTAs), landing page copy, testimonials, or other online marketing assets with users before you launch.
This effectively diminishes risk, brings user insights into your design process, and even collects ideas to help refine your landing page optimizations. Plus, it’s way cheaper than running an entire A/B test .
Use Hotjar to set up a concept testing survey and quickly find out which version of your design users like better
2. How CCV Shop used behavior analytics to identify issues
Landing pages are crucial to CCV Shop —they use them to generate leads for their online storefront business, which helps over 17,000 entrepreneurs run their ecommerce stores.
When it comes to optimizing these landing pages, CCV Shop leverages Hotjar’s suite of behavior analytics tools to observe and analyze user actions, understand their prospective customers, and increase conversions. Here’s how:
The result? A 38% increase in their conversion rate , which got them really close to reaching their 2% conversion goal.
With user behavior at the center of your landing page optimization strategy, your creations are guaranteed to resonate.
Platforms like Hotjar give you a front-row seat to how your audience interacts with your top-performing campaigns . They help inform your next optimizations with insight into users' habits, behaviors, frustrations, and needs, so you know exactly what to prioritize.
As you see the landing page experience through your users' eyes, you get an unbiased view of your work—what hits the mark and, more importantly, what doesn’t. This type of compelling data helps you validate your LPO strategy, make changes to streamline the user journey, and reduce guesswork in these important decisions.
💡 Pro tip : use Hotjar Funnels to make sense of drop-offs on your landing pages.
Drop-offs are the bane of every landing page’s existence. Traditional web page analytics, with its big-picture traffic data, will only get you so far. What you need is to understand why users are dropping off, so you can do something about it.
Hotjar Funnels helps you visualize your landing page conversion flows, and shows you the relevant recordings at each step, making it easier than ever to connect your numbers to real user behavior.
This full overview of your funnel lets you quickly spot where most users drop off of your landing page—and the real reason behind it, so you can identify issues and pain points that make people leave, and confidently optimize for impact.
Visualize your conversion flows—and the real user behavior behind it—at every step with Funnels
3. How Unbounce solved UI/UX issues to improve user sign-ups
Unbounce’s experience with landing page optimization shows that sometimes, it takes a bird’s eye view to realize that the user’s experience doesn’t meet expectations.
The idea of improving UX on their landing page’s sign-up form seemed pretty straightforward at first: integrate with an auto-completion API to save time and simplify the whole process for the user and increase conversions. They even ran usability tests to ensure everyone loved and was on board with the new feature.
But they were in for a surprise. Once the team actually rolled out the changes—and enabled Hotjar Recordings to monitor their performance— they realized that auto-complete was the number one spot people got stuck :
Watching real people fail to use our brand-new ‘improved’ UX was cringe-inducing and painful to see when all we wanted to do was help them. I can't think of any other tool that would give such valuable insights.
Implementing your assumptions without seeking the truth in your user’s experience is one of the challenges of designing seamless user interfaces (UIs).
In this landing page optimization case study, Unbounce used Hotjar to debunk assumptions in the design of their processes and interface:
Watching Hotjar Recordings was both a humbling and exciting experience because we knew exactly what we needed to change and identified some serious bugs which would have cost us a lot in losses of sign-ups.
By analyzing real visitor actions, the UI team was able to make informed decisions in rolling out fixes , which significantly improved their sign-up process and even prevented them from losing a customer who was signing up for an annual plan of $2,000+.
💡 Pro tip: supplement recordings data with insights from voice-of-the-customer (VOC) tools , like surveys, to determine what users expect from specific pages.
For example, asking questions with surveys and polls helps you dive deeper into user actions on your landing page. Recordings show you which landing page elements they use first and how they use them, and surveys help you understand why .
Some of the responses may validate work you’ve already done, while others may be surprising. Either way, with the context for these actions in hand, optimizing your landing page becomes an easier task.
Use surveys and polls to collect feedback from people who are visiting your landing pages
4. How Creatopy engaged in continuous discovery to improve conversions
Back when they were known as Bannersnack , online banner-maker and design tool Creatopy relied on web analytic tools to track and measure traffic on their landing pages. However, they were in the dark when it came to understanding what people were actually doing there, and why.
To speed up their optimization work, the product, design, and marketing teams turned to Hotjar.
In a cycle of continuous discovery, Creatopy used heatmaps on landing pages they needed to optimize, regularly gathering evidence of how people interacted with them, and then leveraged these insights to produce an alternative design and A/B test the old and new versions against one another.
By applying this LPO strategy, the team increased sign-ups by 25%.
A structured and sustainable approach to continuous discovery helps you infuse your landing page optimization decisions with customer insights . Continuously gathering information on user needs helps you refine your ideas, which leads to happier customers, better prioritization, and improved targeting for your pay-per-click (PPC) campaigns.
For example, consistently analyzing heatmaps of your landing pages gives you quick visual cues about their current results, performance, and scope for improvements—like areas of intensity that reflect where most customers hover their mouse, or cold spots that need a boost.
You can integrate heatmaps into your business’s workflow and make them part of ongoing analytics, updating them on a regular basis to reflect your growth and efforts.
With the right mindset and tools, continuous discovery helps you deeply empathize with your visitors and feel confident your landing pages meet their evolving needs.
💡 Pro tip: unlock the secrets to high-converting pages with Hotjar Trends.
As you optimize your landing pages for conversions, use Hotjar Trends to see if sign-ups increase over time, and then view the corresponding heatmaps and recordings to understand why.
Traditional analytics only show you the numbers, but Trends lets you see the full picture by visualizing your metrics, so you can spot user behavior patterns and uncover the ‘why’ behind the data.
This lets you connect the dots between user behavior and numbers in a single tool, by linking product metrics to qualitative user insights.
Hotjar Trends lets you create custom conversion metrics and KPIs, and visualize them as charts to spot trends over time
5. How TomTom leveraged user feedback to create copy that converts
The team behind independent navigation software TomTom doesn't have to wonder whether their website and landing page optimizations actually improve the user experience. Using Hotjar alongside other analytic tools , they get all the quantitative and qualitative data they need to make meaningful improvements to the customer journey .
For example, one of their favorite Hotjar tools is Surveys , which allows them to ask satisfied customers why they signed up or made a purchase—information they can then turn into compelling copy for landing pages and email campaigns. The results speak for themselves:
Using the information gathered from Surveys helped us make substantial changes that resulted in a +491% increase in email CTR and a +49% conversion rate increase for our landing pages.
Improving the user experience means answering questions about why users behave the way they do. To leverage LPO and increase conversions, marketing and UX teams need to go beyond the raw numbers they get from traditional tools like Google Analytics to really understand user behavior .
Tools like surveys or feedback widgets bring VOC insights to your decision-making, allowing you to:
Prioritize what to optimize with real user feedback
Validate every idea with reliable user insights
💡 Pro tip : connect with customers 1:1 to gather even more valuable insights for your landing pages.
By enabling you to seamlessly conduct user interviews, Hotjar Engage brings you closer to your customers than ever before, so you can understand their needs better and create landing page experiences that truly help them achieve their goals .
Focus on how customers talk about your brand while Engage seamlessly hosts, records, and transcribes your calls. You can even get your team involved, compare notes, and turn these insights into action.
Tap into Hotjar's pool of 175,000+ users to automate recruiting people for interviews
6. How re:member revived affiliate traffic
When the digital marketing team at Scandinavian credit card company re:member noticed affiliate users—a significant traffic source—were bouncing from their landing page form more than usual, they knew traditional analytics wouldn’t be enough to tell why.
Sure, the team could try to dissect these numbers in search of a motive, but they wanted to visually see what went wrong. To pinpoint the issue—and find a solution for it—they turned to Hotjar:
If a user decided to leave the website, with Hotjar, we’re able to see if maybe the location of important information was out of the screen using Heatmaps. With click maps, we can see if users click on objects that aren’t meant to be clicked. But most importantly, Recordings allow us to see specific users anonymously, what went wrong, and when they had a hiccup.
Pairing recordings with heatmaps, re:member noticed that these affiliate users were experiencing technical difficulties—like attempting to click on unclickable elements—and were also looking for more information that wasn’t available on the landing page—by searching for and analyzing benefits before making a decision.
Seeing the credit card application form experience through their users’ eyes helped re:member understand why their affiliate visitors were leaving, so they could build a solution that increased conversions by 43% .
Without Hotjar, the re:member team may have never discovered what caused affiliate traffic to leave. But because they used the right tools, they had no problem spotting the issue and crafting a simple solution to reduce their bounce rate.
By studying users engaging with your page, you develop a deeper understanding of their needs with qualitative and quantitative data — less guesswork and more features guaranteed to help your visitors convert or complete a desired action. This helps you avoid costly mistakes and fix issues that can have a long-term impact on your bottom line.
💡 Pro tip : use the Hotjar Dashboard to quickly find out why visitors don’t convert.
With all the user metrics that matter in one place, the Hotjar Dashboard brings together the insights you need to improve your users’ landing page experience.
This tool paints the big picture by showing you quantitative data about your landing page at a glance. As you identify trends on the Dashboard, you can zoom in on the qualitative insights—by viewing related heatmaps and recordings—to validate your assumptions.
With no extra time and external integrations needed, the Dashboard showcases high-level user behavior to help you spot problems before they have a negative impact on your audience —perfect for fast-paced teams who don’t have the time to sift through data.
Track your important metrics in one place with custom dashboards
Next steps to landing page optimization
Even with the best of intentions, a poorly optimized landing page leaves potential customers confused and hesitant, ultimately leading to a user experience that just doesn’t do it for them.
These landing page examples show the impact that LPO has on a variety of different businesses, but they all revolve around one common principle: improving performance starts and ends with users.
Keep your landing pages user centric with actionable insights that uncover exactly why your visitors convert, and why not, to build exceptional digital experiences and confidently optimize your UX and revenue stream.
FAQs about landing page optimization examples
Why is it important to optimize landing pages.
A well-optimized landing page helps your business increase the effectiveness of your marketing campaign by improving the user experience, increasing traffic, and converting more visitors into leads or customers.
By testing and improving the key aspects of a landing page, you’re also ensuring that your work continues to resonate with your target audience as your business grows and evolves over time.
What’s the difference between conversion rate optimization and landing page optimization?
Landing page optimization (LPO) is a subset of conversion rate optimization (CRO) that only deals with improving the performance of landing pages, instead of the entire conversion process on a website.
LPO is also mostly aligned with a one-touch customer point and usually offers value in the landing page itself—like downloading a lead magnet, making a payment, or subscribing to a newsletter.
CRO, on the other hand, involves an investment from customers in terms of time and process funnels that extend beyond landing pages to increase the chance of better targeting and conversion.
What is the best way to optimize a landing page?
Use Hotjar’s suite of digital experience tools to spot simple ways to improve your users’ experience and deliver small incremental changes that have a big impact. This helps you:
Discover issues and pain points that make visitors drop off your site
Get a front-row seat to how your audience interacts with your top-performing campaigns
Get inspired with new ideas to improve your landing pages and grow your revenue
Previous chapter
LPO mistakes
Next chapter