Optimizing Landing Pages for Better Conversions
Most of Rhombus's landing pages were converting at less than 1%, which was far below our target. By increasing those conversion rates to 5%, we could significantly boost our pipeline.
Most of Rhombus's landing pages were converting at less than 1%, which was far below our target. By increasing those conversion rates to 5%, we could significantly boost our pipeline.
We selected two of our best performing landing pages to run an experiment by updating Design and Messaging separately.
We selected two of our best performing landing pages to run an experiment by updating Design and Messaging separately.
Method
A/B Test in Google Ads
Method
A/B Test in Google Ads
Tests duration
2 weeks
Tests duration
2 weeks
Metric
Form submissions over Landing page sessions
Metric
Form submissions over Landing page sessions
Team
Team
Team
Designer (It's me!)
Designer (It's me!)
Director of Growth
Director of Growth
Growth Manager
Growth Manager
Front-end Engineer
Front-end Engineer
Director Product Marketing
Director Product Marketing
Product Marketing Manager
Product Marketing Manager
DESIGN Surveillance Landing Page
With design becoming the focus of this test, we kept the copy intact and explored improving visual storytelling by adding a GIF showcasing how our product works, a simplified form, better visuals displaying features and analytics and more customer-focused social proof.
Result: Although it had a strong start, we saw the control and experiment catch each other. Both had a conversion rate in the low 1 percents.
For our second iteration, we decided to change the color scheme and hero to be more tech, software focused, and adjust other elements on the page to ensure users go through all the page.
Result: The control page outperformed our redesign by 2X, teaching us the importance of aligning visuals with user expectations and brand familiarity.
Since the first two tests failed, we decided to introduce copy changes to the Surveillance page. In the next iteration, we updated the hero copy, tested highlighting key stats, and added two CTA options—one to request a quote and another to watch an instant demo. We kept the overall design and structure but move to a lighter color scheme.
Result: There wasn't enough of a difference between the two to call this close to conclusive.
For our forth iteration, we collaborated with a landing page consultant. While their approach provided valuable insights, the results still fell short. This project proved more challenging than anticipated.
Result: Our control page again outperformed the experiment. The results worsened slightly when considering SQL rates: Version E achieved approximately 27% compared to around 37% for leads from our control.
The Winning Version
We decided to bring the work back in-house, refining both the language and visuals by incorporating some of the consultant's recommendations while avoiding a cookie-cutter approach.
This time, we focused on the customer:
Featured an investigation scene to create a more compelling narrative on the hero
Introduced a new section addressing common surveillance challenges to demonstrate our understanding of their pain points.
We leaned heavily on social proof and customer case studies, incorporating more visuals and ROI statistics to build credibility.
Optimized the footer to reduce page exits, limiting links to only the most-clicked pages from previous versions.
Footer links directed visitors to modified landing pages designed to track conversions.
We decided to bring the work back in-house, refining both the language and visuals by incorporating some of the consultant's recommendations while avoiding a cookie-cutter approach.
This time, we focused on the customer:
Featured an investigation scene to create a more compelling narrative on the hero
Introduced a new section addressing common surveillance challenges to demonstrate our understanding of their pain points.
We leaned heavily on social proof and customer case studies, incorporating more visuals and ROI statistics to build credibility.
Optimized the footer to reduce page exits, limiting links to only the most-clicked pages from previous versions.
Footer links directed visitors to modified landing pages designed to track conversions.
Outcome
A 57% increase in form submissions. While not as high as we aimed for, this improvement confirmed we are moving in the right direction.
MESSAGING Access Control Landing Page
For the Access Control page, we tested messaging. Partnering with Product Marketing, I adapted the language to align with the latest Access Control Playbook. On our second iteration, we tested a problem-solving copy designed to address user pain points. Early results showed only modest improvements, but we didn’t stop there.
Diving deeper, heatmap analysis revealed critical behavioral insights: visitors rarely engaged with the social proof section right under the hero and often exited via the footer.
Armed with this data, we relocated key sections, simplified footer navigation, and even experimented with playful headlines.
Outcome
A 55% improvement in conversions—and a new winning version adopted for our ads.
Next Steps
We’ve decided to move forward with our latest design iteration, adapting our winning design to other landing pages. To streamline this process, we're creating a flexible design template that can be easily customized for each project while maintaining consistency. This approach will significantly reduce turnaround time for creating and updating landing pages while minimizing the need for web development.
This process isn’t just about increasing numbers—it is about learning. Each iteration provides deeper insights into user behavior, effective messaging, and the power of combining creativity and data to drive real business impact. We’re confident that with continuous testing and refinement, we can keep improving Rhombus’s landing pages and overall conversion performance.
We’ve decided to move forward with our latest design iteration, adapting our winning design to other landing pages. To streamline this process, we're creating a flexible design template that can be easily customized for each project while maintaining consistency. This approach will significantly reduce turnaround time for creating and updating landing pages while minimizing the need for web development.
This process isn’t just about increasing numbers—it is about learning. Each iteration provides deeper insights into user behavior, effective messaging, and the power of combining creativity and data to drive real business impact. We’re confident that with continuous testing and refinement, we can keep improving Rhombus’s landing pages and overall conversion performance.
Next Steps
We’ve decided to move forward with our latest design iteration, adapting our winning design to other landing pages. To streamline this process, we're creating a flexible design template that can be easily customized for each project while maintaining consistency. This approach will significantly reduce turnaround time for creating and updating landing pages while minimizing the need for web development.
This process isn’t just about increasing numbers—it is about learning. Each iteration provides deeper insights into user behavior, effective messaging, and the power of combining creativity and data to drive real business impact. We’re confident that with continuous testing and refinement, we can keep improving Rhombus’s landing pages and overall conversion performance.
DESIGN Surveillance Landing Page
With design becoming the focus of this test, we kept the copy intact and explored improving visual storytelling by adding a GIF showcasing how our product works, a simplified form, better visuals displaying features and analytics and more customer-focused social proof.
Result: Although it had a strong start, we saw the control and experiment catch each other. Both had a conversion rate in the low 1 percents.
For our second iteration, we decided to change the color scheme and hero to be more tech, software focused, and adjust other elements on the page to ensure users go through all the page.
Result: The control page outperformed our redesign by 2X, teaching us the importance of aligning visuals with user expectations and brand familiarity.
Since the first two tests failed, we decided to introduce copy changes to the Surveillance page. In the next iteration, we updated the hero copy, tested highlighting key stats, and added two CTA options—one to request a quote and another to watch an instant demo. We kept the overall design and structure but move to a lighter color scheme.
Result: There wasn't enough of a difference between the two to call this close to conclusive.
For our forth iteration, we collaborated with a landing page consultant. While their approach provided valuable insights, the results still fell short. This project proved more challenging than anticipated.
Result: Again, our control page outperformed the experiment. The result for gets a bit worse when looking at the SQL rates: Version E we see ~27% vs a ~37% for leads from our Control. Version E brought in only 2 leads with companies sized 51 to 500, while the control brought in 7.
The Winning Version
We decided to bring the work back in-house, refining both the language and visuals by incorporating some of the consultant's recommendations while avoiding a cookie-cutter approach.
This time, we focused on the customer:
Featured an investigation scene to create a more compelling narrative on the hero
Introduced a new section addressing common surveillance challenges to demonstrate our understanding of their pain points.
We leaned heavily on social proof and customer case studies, incorporating more visuals and ROI statistics to build credibility.
Optimized the footer to reduce page exits, limiting links to only the most-clicked pages from previous versions.
Footer links directed visitors to modified landing pages designed to track conversions.
Outcome
A 57% increase in form submissions. While not as high as we aimed for, this improvement confirmed we are moving in the right direction.