Optimizing your landing page: 7 mistakes to avoid to maximize your conversions
- LANE Digital
- Jun 24, 2025
- 4 min read
Updated: Dec 5, 2025
When it comes to converting visitors into leads or customers, few things have as much impact as a well-optimized landing page. Yet, many businesses invest significant budgets in acquisition (Google Ads, LinkedIn Ads, Meta campaigns, etc.) without maximizing the conversion potential of their landing pages.
At LANE Digital, we regularly support Swiss and international SMEs in optimizing their conversion funnels. Our field experience allows us to identify recurring errors that hamper landing page performance.
In this comprehensive article, we guide you step by step to optimize a landing page, identifying 7 critical errors and giving you concrete solutions.
Why should optimizing a landing page be your priority?
Before detailing the errors, let's remind ourselves why a well-designed landing page is a fundamental lever of your digital strategy:
Make your advertising investments profitable : every euro spent on Google or Meta has more value if the page converts.
Reduce customer acquisition cost (CAC) .
Maximize the ROI of marketing campaigns .
Increase the quality of leads generated .
Optimizing a landing page directly impacts the overall performance of your digital business.
Mistake 1: A confusing or poorly targeted message
One of the main reasons a landing page fails is a message that is too vague, tries to speak to everyone... and ends up convincing no one.
Why is this error common?
The fear of being too niche.
Lack of clarity on the target.
The difficulty in formulating the real value proposition.
How to formulate a powerful message?
Identify your audience's primary need.
Highlight a clear and immediate benefit.
Use your customer's language, not your company's.
Always check the 5-second rule: a visitor must understand in 5 seconds what you offer and why they should stay.
Mistake 2: Suboptimal calls to action
The CTA (Call-To-Action) is the key conversion point. Yet, too many landing pages use generic CTAs (“Send”, “Submit”). The button is often not visible or poorly positioned. In addition, multiple actions are offered, creating confusion.
How to optimize your CTA?
Formulate a concrete, benefit-oriented action: “Book your free demo”, “Download your free guide”, “Receive your personalized quote”.
Use contrasting colors and respect accessibility principles (sufficient contrast, font size, readability).
Position the CTA above the fold, but also in other strategic locations.
Example of optimized placements:
A first CTA at the top of the page.
A second one after the earnings presentation.
One last one under customer testimonials.
At LANE Digital, we always design multiple CTA variations to test the best-performing formulations through A/B testing.
Mistake 3: A deterrent form
Forms are often the main cause of abandonment. Asking for too much information too soon creates unnecessary friction.
Classic mistakes:
6 to 10 fields to fill in.
Non-essential fields (telephone, postal address, etc.).
Lack of transparency on data use.
Our recommendations:
Limit yourself to the information strictly necessary for the first step.
Use multi-step, progressive forms for complex offers.
Specify why you are requesting each piece of data.
Best UX practices for optimizing a landing page:
Display a reassuring privacy message.
Indicate immediate benefits after form submission.
Pre-fill fields when possible (e.g. email retrieved from a CRM campaign).
Mistake 4: Lack of reassurance and social proof
Even an interested visitor needs to be convinced to take the plunge. Without tangible evidence, trust remains fragile.
What elements should be included?
Authentic customer testimonials: favor personalized testimonials, ideally with photos or videos.
Key figures for results obtained.
Logos of known clients or partners.
Certifications, quality labels, Google or Trustpilot ratings.
Mistake 5: Ignoring technical performance (loading time, mobile compatibility)
Even the best content in the world won't convert if the user abandons before seeing the page.
Common problems:
Images too heavy.
Poorly optimized external scripts.
Pages not very mobile-friendly.
Our systematic actions at LANE Digital:
Advanced image compression (without visible loss of quality).
Limiting the number of third-party fonts and scripts.
Optimized lazy loading to load only what is needed at the right time.
Extensive testing on mobile and different browsers.
Key figure to remember:
53% of mobile users leave a page that takes more than 3 seconds to load (source: Google).
Mistake 6: Neglecting visual consistency with branding
A landing page disconnected from your visual identity harms the credibility of your offer.
Frequent deviations:
Different fonts from your main site.
Colors not respected.
Poor quality or generic visuals.
How to strengthen visual consistency?
Always respect the graphic charter.
Use professional and authentic photos.
Harmonize the tone of the texts with your overall communication.
At LANE Digital, we always integrate the branding and design teams into the design of landing pages to ensure this consistency, which is essential to brand perception.
Mistake 7: Lack of a continuous testing and improvement strategy
Optimizing a landing page doesn't stop when it goes live.
What you absolutely need to measure:
Conversion rate (visitors -> leads).
CTA click rate.
Form abandonment rate.
Time spent on page.
Heatmaps and user journeys.
The tools we use at LANE:
Google Analytics 4.
Microsoft Clarity.
The key principle: iterative testing
Each hypothesis tested allows for incremental improvement. Sometimes, a simple change in visuals or headlines results in a 10 to 30% increase in conversions.
5 universal principles for optimizing a landing page
Here is a summary of good practices to always keep in mind:
One goal = one landing page.
A clear message focused on customer value.
Visible and engaging CTAs.
Concrete elements of reassurance.
Continuous analytical monitoring to drive optimization.
Why entrust the optimization of your landing pages to Swiss experts and web agencies?
Optimizing a landing page is a real balancing act between marketing, UX design, technology, and behavioral analysis.
At LANE, we have developed a comprehensive methodology that combines:
UX behavioral analysis of visitors.
SEO and technical optimization.
Creating persuasive content tailored to your personas.
Continuous testing campaigns to refine performance.
Need personalized support? We're here to help.
