4 Ways To Improve Any Landing Page
A CRO Framework For Simply More Conversions
Read Length: 5-10 Mins | Author: Courtney Pullen
Introduction: Your Landing Page Is Likely Underperforming
Most landing pages underperform because they prioritise aesthetics and untested marketing conventions over guiding users to a clear next action.
Visitors arrive with intent, limited patience, and scepticism. The role of the page is simple: remove uncertainty and make the next step obvious and low-effort.
High-converting pages are designed around how people actually make decisions online. This article introduces a practical CRO framework that links design choices to user behaviour and shows how those principles can be validated, refined, and scaled through rigorous testing. Used correctly, it creates a strong baseline and a measurable starting point for any CRO programme.
1. Establish Relevance Immediately Through Layout and Hierarchy
If users can’t determine whether they are in the right place, then they will leave. Relevance to user intent is established visually before it’s read. This initial judgement is based on layout, spacing, contrast and hierarchy before any words are processed. If your page doesn’t immediately signal relevance at a visual level, then your copy won’t be read.
These conversion-focused design principles help users understand a page quickly:
Clear visual hierarchy (e.g. one dominant headline, supported by a smaller subheadline)
Content before decoration (e.g. placing functional elements like CTA and trust signals before introducing imagery, gradients or illustrations)
Above-the-fold space used for meaning (e.g. allocating the hero area to functional elements that explain what the page is for)
Whereas, these design mistakes obscure relevance and delay understanding:
Oversized hero images (e.g. full-screen images that require scrolling before the headline or primary CTA becomes visible)
Brand slogans replacing clear messaging (e.g. leading with a tagline that sounds on-brand but does not explain what the product or service actually does)
Multiple focal points competing for attention (e.g. several elements that have a similar size, colour, or contrast leaving users unsure where to look first)
Decisions on relevance are made within the first few seconds of arriving on a landing page. Before users start to read any copy in detail, they will assess whether the page aligns with their intent based on visual structure, layout and visible cues. If they cannot establish relevance at a glance, they will disengage regardless of how strong the underlying offer may be.
If your visual hierarchy is confusing or non-existent then the bounce rate will increase. When multiple elements compete for attention, or when key information isn’t emphasised users are forced to work harder to understand what you’re trying to convey. This unnecessary cognitive load will result in hesitation and early exists even if your messaging is well written.
This is what makes the design above-the-fold so incredibly important. Any design changes in this section will often outperform copy changes made further down the page. By improving on how value, credibility and next steps are presented on the first load you will address the point where users decide whether to stay or leave. Aim to optimise on this moment as it typically delivers faster and more reliable conversion gains.
2. Reinforce Trust and Value Through Design Cues
Trust is shaped by both presentation and proof. While a stable, intentional layout signals reliability, user confidence is strengthened when pages clearly display trust elements such as reviews, star ratings, mini case studies, or human faces (particularly in B2C), and recognisable customer or partner logos in B2B.
Inconsistency introduces doubt. When patterns shift unexpectedly or elements behave differently across steps, users pause, often subconsciously, to reassess. That hesitation breaks momentum at precisely the moment commitment is required.
Value should be reinforced visually, not just stated in copy. Placing proof and context close to key actions helps users understand why an action is worth taking. When value isn’t supported by visible signals of credibility, users are more likely to question whether continuing is worth their time.
These best practices will help you build trust and confidence by reinforcing value visually:
Visual consistency that signals reliability (e.g. consistent spacing, alignment, and styling across sections and steps, so the page feels stable and intentional)
Trust and reassurance placed at decision points (e.g. testimonials, client logos, or security cues positioned near CTAs or form actions)
Balanced persuasion without visual pressure (e.g. reinforcing key benefits visually alongside form fields or actions, while keeping layouts simple)
These mistakes often undermine trust by introducing uncertainty:
Burying trust signals below the fold (e.g. placing testimonials or proof elements where fewer users will see them, instead of surfacing them near the top or close to key actions)
Creating visual instability across steps or sections (e.g. inconsistent spacing, alignment, or layout patterns that disrupt flow)
Overloading decision moments with persuasion (e.g. stacking multiple messages, icons, or benefit claims around a CTA, increasing cognitive load)
In CRO trust is the sum of all its parts, rather than built by a single element. It’s shaped by the overall experience and its consistency. Visual consistency plays a key role here, because when spacing, alignment, typography and interaction patterns remain stable, pages feel more professional and credible.
Small, repeated signals such as consistent button styles, predictable layouts, and familiar interaction patterns are more effective than one large block of reassurance buried on the page. This is because trust is cumulative, and each signal on its own might seem minor, but together they create a sense of reliability that supports conversion.
In many cases, design-led trust outperforms copy-led trust. Users are quicker to believe what a page shows them, rather than what it tells them. A well-structured, coherent design reflects competence and intent before any trust statement or testimonial is read.
3. Reduce Perceived Effort Through Simplicity and Predictability
Typically, users equate visual complexity with effort, so when a page looks busy or cluttered it signals that interacting with it will take work. That perception alone is often enough to lead to immediate drop-offs, or simply slow users down, even before they have fully understood what is being asked.
Clean, easy to understand and predictable layouts make actions feel safer. When users can easily identify where to look, what matters and what is going to happen next, they feel more confident moving forward. Familiar patterns reduce uncertainty and lower the perceived risk of committing to take the next step.
Simplicity is key to reducing cognitive load and decision fatigue. By limiting the number of visual elements competing for attention, users can process the information more efficiently and make decisions faster without feeling overwhelmed. Simply put, the easier it is to understand a page the more likely users are to engage.
These conversion-focused design principles reduce friction by simplifying visual decisions, guiding attention, and making pages easier to understand and navigate:
One clear action per screen (e.g. a single primary CTA styled consistently across the page, with secondary actions either visually de-emphasised or removed entirely)
Visual restraint through colour, type and spacing (e.g. a limited colour palette, restrained font styles, and generous spacing that separates content into easy to read blocks)
Structure that supports easy progress (e.g. short line lengths, clearly grouped sections, and forms broken into steps)
Try avoiding these common design mistakes:
Competing actions and visual signals (e.g. multiple CTAs styled with equal prominence, combined with heavy colour usage, icons or animation)
Visual overload that hides structure (e.g. dense layouts with minimal spacing, long line lengths, overlapping elements)
Confusing minimalism with removal rather than proper prioritisation (e.g. stripping out helpful context or guidance while leaving users without clear clues on what matters most to do next)
For conversion rate optimisation (CRO) we know that cognitive overload increases hesitation. This means that users will slow down when presented with too many choices, signals or visual cues at once. It’s these moments of uncertainty that lead to users reassessing whether continuing is worth the effort, and this is what leads to drop-offs rather than engagement.
It’s proven that pages that feel consistently easy convert better, even if they ask for the same amount of effort. When you have a clear structure and the next step is obvious, then users are more willing to proceed. This is because the perceived effort is lower, even though the effort hasn’t actually changed. In CRO terms, perception often matters more than mechanics.
Simplification typically improves mobile performance first. Limited screen space and touch-based interaction make friction more obvious on mobile than desktop. Simplifying a page by clarifying hierarchy and reducing competing elements typically delivers faster gains on mobile, where users are less tolerant of complexity and delay.
4. Guide Action Through Clear Interaction Design
Design’s role is to guide behaviour. On a conversion-focused page, users are there to understand the offer and identify the next sensible step. When design leaves too much open to interpretation, hesitation and disengagement increase.
Effective interaction design removes ambiguity around what to do next. Clear button placement, contrast, and consistent patterns help users recognise the intended path without effort. Even simple visual signposting, such as directional cues or subtle arrows, can be highly effective when used deliberately to guide attention to key actions.
When it’s obvious what’s clickable, what information is required, and what happens after an action is taken, users feel more confident moving forward. That confidence reduces friction and directly improves conversion rates.
Here are some conversion-focused design principles that reduce hesitation by making actions obvious, predictable and reassuring at key decision points:
Clear, intentional calls to action (e.g. CTAs that visually stand out from surrounding content, are clearly clickable, and use outcome-led labels like ‘see my options’)
Consistent and predictable interaction patterns (e.g. buttons styled consistently across the page and placed where the eye naturally lands after reading)
Visible progress and feedback (e.g. progress indicators, step completion rates and inline validation)
Here are some examples of common mistakes to avoid:
Treating actions as visual elements instead of decisions (e.g. styling CTAs to match the aesthetic without considering whether they clearly signal ‘this is the next step’)
Introducing uncertainty at the moment of commitment (e.g. allowing users to click without knowing whether they are submitting information, moving to the next step or triggering an irreversible action)
Breaking interaction patterns (e.g. changing button styles, placement)
In CRO small interaction decisions often have a significant impact on outcomes. When users reach the final step, uncertainty around what happens next becomes the biggest source for drop-offs. To avoid this, you need clear, predictable and interactive design that reduces uncertainty.
CTA clarity often matters more than CTA colour. Whilst keeping CTAs prominent is important, users are typically looking for certainty above all else. A clearly worded, well-placed CTA that explains the outcome removes more friction than changing colours or styling in isolation.
Conclusion: Design For Decision
High-converting landing pages succeed because they make the right actions easy, and remove the opportunities for hesitation or confusion. Good design reduces decision-making effort and supports users in moving forward without friction.
When design makes relevance obvious, users immediately understand whether they’re on the right path. Clear hierarchy, visible value, and focused messaging confirm intent before users even have to think about it.
When effort is kept low and predictable, users are more willing to start and continue. Clear steps, manageable tasks, and visible progress reduce uncertainty and make completion feel achievable.
When action is guided clearly, users don’t have to work out what to do next. Visual cues, consistent patterns, and obvious interaction points remove ambiguity at decision moments.
When trust and value are reinforced visually, confidence builds naturally. Consistency, restraint, and well-placed reassurance signal professionalism and respect for the user’s time.
When these conditions are met, conversion stops feeling forced. It becomes a natural outcome of a well-structured experience.
Before changing copy or driving more traffic, look closely at how your design is shaping behaviour. In CRO, the biggest wins are often found in how clearly the page guides users.
