Every business can benefit from reviewing their landing pages, but it’s especially important to do so if you’re running paid ads. If you drive traffic to a landing page that won’t convert, you’re wasting money. Luckily, with a simple landing page audit, it’s easy to identify areas of improvement.

4 Steps to a Landing Page Audit

1. Clarity of Offer

Your offer is the most important part of your landing page and the connection between your ads and landing page must be enforced through your offer. What you’re selling should be immediately understandable the second users land on the page.

Zendesk Example

In Zendesk’s case, I searched for “customer service software” and the above PPC ad showed up. Their headline is inline with my search terms and search intent, so I clicked through.

Clicking through took me to the landing page shown below.

landing page audit

Q: What’s the immediately obvious issue with their landing page?

A: Their offer is not relevant to their search ads! 

The first thing we’re shown is email ticketing. What is email ticketing? Regular users of Zendesk may know the answer, but as a new potential customer that’s industry jargon. I am looking for “customer service software” and not once is email content mentioned in the ad. The subtext doesn’t make any connection to customer software and email ticketing either. The subtext’s positive point is the content mimics the “30 day free trial” offer found in the ad copy.

The hero image helps to clarify how email ticketing is part of customer service software by showing an example on the screen, but the angle of the picture makes it hard to read and therefore easily ignored by potential customers.

This is the entire landing page. It’s very simple which can be a positive, but in this case I believe they need more content to clarify their offer.

Landing Page Audit Checklist:

  • Does your ad copy match your landing page copy in messaging, terminology and voice?
  • Does your headline enforce the offer on your ads and does the subtext expand further on your value proposition?
  • Does your hero image make your product or service obvious to the user?

2. Form Effectiveness

The conversion point of each landing page is your form, so it’s imperative that forms are intuitive and easy to use. Users will drop off the conversion cycle if they become overwhelmed or confused.

Make sure if your landing page is a form first landing page (a landing page with solely a form on the page), the simplicity enforces the value proposition, instead of taking away from it.

My previous Zendesk example is a form first design, relying on the small blurbs of text and the form alone to convey the point. Unfortunately for Zendesk, I don’t believe this is enough to persuade users to convert without changing their content.

Pro Tip for Form Design

  • Don’t use inline field labels. These are labels inside the form field that disappears when users start to type. This is a usability hinderance. Some landing pages use inline labels, but resize them to fit inside the box as the user types, which is a better use of inline form labels.
The first box said “First Name” and as I started typing my name the label disappeared.
landing page audit
As the user types the inline label gets smaller, but stays in the form box.
  • Enforce your offer with your form button. Don’t just use “Sign Up”. Try incorporating your offer like “Request Your Free 30 Day Demo”. Compare the below buttons from the same landing page.

landing page audit

landing page audit

The top button is above the fold in the banner. While the bottom button is towards the bottom of the page, after a user reads content. These buttons should be switched so the first button the user sees enforces the offer.

  • Ensure your form button changes states so users understand it’s clickable. Don’t use pictures as links. Create a button that changes based on the users engagement.
  • Use Buttons! Buttons alone are a big part of the design process of a landing page. Read our Button Design guide so your buttons assist in the conversion process.

Landing Page Audit Checklist:

  • Are your forms readable, simple, and have a positive usability experience?
  • Do they gather only the most vital information without overwhelming the user?
  • Are your form buttons logical for what you want users to do (sign up for a free trial etc.)?

3. Create Obvious & Quality Trust Signals

Users want to feel good about their purchase or sign up. To gain their trust, provide great quality testimonials on your landing page.

Remember, just because you have testimonials doesn’t mean they are compelling! Each testimonial on your landing page should be the stand out sentence from your customer reviews- short enough to be scannable, but long enough to provide adequate details.

There is no need to put the whole customer review on a landing page. Only use the most impactful portion.

Good and bad examples:

landing page audit
These reviews on NetSuite’s landing page are too dense, small and vague. They will not catch a user’s attention as they scroll the page







The above is a not-so-great example of testimonials, but the the testimonial below is on the right track! With a few tweaks, it would provide a compelling fact about the company, CloudCrave.

landing page audit

This testimonial provides concrete data (increasing orders by 300%) on how CloudCrave helped this company which is the most important part of a testimonial. But it fails to explain how CloudCrave increased orders. It also uses strange phrasing. What is a first-time-right order? Is it the same as first-time orders? We may never know…

Landing Page Audit Checklist:

  • Are your testimonial blurbs only the most important and impactful part of the entire customer review?
  • Are they free of jargon and ambiguous language?
  • Do they provide concrete data and examples of the product’s/service’s performance?

4. Logical Acquisition Funnel

Say that a user lands on your page through an ad, there’s adequate copy explaining the product, and there are workable testimonials. The user is a ready to convert, but the conversion process is hindered by an illogical user experience. This can come in many forms, from too many links on a landing page to hidden CTAs.

Let’s look at example to understand how to create logical conversion paths for users.

landing page audit

Not only does Oracle have poor button design, but the only place to convert on their landing page has been shrouded by tons of text and a small picture on the right hand side!

Would you notice it if I hadn’t encased it in a green box? Eventually maybe, but we want users to understand how to convert right away.

landing page audit

Now, on the other side of the spectrum, this landing page has the opposite problem. There are too many obvious CTAs which will bring down conversion rates.

Since landing pages are meant to lead a user to one action, having too many options on one page will take users away from the intended action. It’s great to provide users a way to contact your company, but there’s a contact button with a phone number right below it. Confusing, right?

This landing page also doesn’t have a logical acquisition funnel for users. They come from a search ad to a landing page with too many different acquisition methods. Should users sign up for a demo, visit a price page, or contact the company? Which conversion has the landing page actually been built for?

Landing Page Audit Checklist:

  • Is it easy for users to convert after they interact with your content?
  • Is the landing page built for one conversion and one only?
  • Are the CTAs and forms easy to find on the page?

There are many elements that go into conversion optimization for your landing page. Follow our checklist to provide the best experience after users click on your ad.

Or contact us for help!

Leave a Reply

Your email address will not be published. Required fields are marked *

Read Related Posts