A PPC campaign can be brilliantly targeted and still underperform if the landing page leaks conversions. In most accounts, the fastest gains don’t come from “more budget” or “more keywords”. They come from reducing friction on the page, tightening the message, and making the next step feel effortless.
The best part? You don’t need a full redesign to improve conversion rate. You need a disciplined testing plan: high-impact changes, run quickly, measure properly, then roll winners into a repeatable playbook. Below are 10 practical tests you can run to lift conversion rate fast, whether you’re driving leads, bookings, quote requests, or online sales. If you’d like a structured programme that ties tests directly to performance and revenue, Totally Digital can help you prioritise, implement, and scale what works.
Before you test: make sure you can measure the truth
It’s impossible to “optimise” if tracking is broken or incomplete. Before launching tests, confirm:
- Your primary conversion is tracked correctly (form submit, booking, purchase, call, etc.)
- You can see conversion rate by campaign/ad group/keyword and by landing page
- You’re excluding bot traffic where possible
- You have a clear testing window and enough volume (otherwise tests will take too long)
Also decide what success looks like. For lead gen, that might be more qualified form completions and lower cost per lead, not just a higher conversion rate from poor-quality leads.
1) Message match: align headline with the ad promise
Your headline should immediately confirm visitors are in the right place. If the ad says “Fixed-fee conveyancing in Bristol”, the headline should not say “Welcome to our website”.
Test idea:
Create 2 versions of the headline:
- Version A: Mirrors the ad’s main promise and keyword
- Version B: Mirrors the ad but adds a stronger benefit (speed, certainty, saving, outcome)
This is one of the highest-impact tests because it reduces bounce and increases trust instantly.
2) Cut form fields (then cut them again)
Every extra form field is a reason to abandon. Most businesses ask for more information than they actually need at the first step.
Test idea:
Reduce your form to the minimum viable fields:
- Name
- Email or phone
- 1 qualifying question (optional)
If you need more detail, collect it after the conversion (follow-up email, call, step 2 form, or confirmation page).
3) Change the CTA from generic to specific
“Submit” and “Send” are conversion killers. They don’t reassure the user what happens next.
Test idea:
Try CTAs that describe the outcome and reduce anxiety:
- “Get my quote”
- “Book a free consultation”
- “Check availability”
- “Get a callback in 15 minutes” (only if you can deliver)
Make sure the CTA matches the actual experience. Overpromising reduces trust and increases low-quality leads.
4) Add a ‘friction reducer’ under the CTA
People hesitate because they fear spam, time-wasting, or hidden costs. A single line under the button can remove that doubt.
Test idea:
Add 1–2 short reassurance points:
- “No obligation. No hard sell.”
- “We’ll reply within 1 business day.”
- “Your details are kept private.”
- “Fixed fees. No surprises.”
These often lift conversion rate because they address the real reason people don’t click.
5) Improve the first screen with a simple structure
The top of the page (above the fold) should do 4 jobs:
- Confirm relevance
- Explain the value
- Show proof
- Present the next step
Test idea:
Use this layout:
- Headline (message match)
- 3 benefit bullets (outcomes, not features)
- Proof (ratings, logos, short testimonial, stats)
- CTA or form
If your current page starts with a long paragraph, a slider, or vague brand messaging, this test can make a big difference quickly.
6) Add proof in the most visible place
People don’t convert because you say you’re good. They convert because proof suggests you’re safe.
Test idea (pick 1 proof type):
- Star rating + review count
- “Trusted by…” client logos
- Case study stat (e.g., “Reduced costs by 28%”)
- Short testimonial with name, role, company (if allowed)
Put proof near the CTA, not buried at the bottom.
7) Replace generic stock images with ‘meaningful visuals’
A smiling person at a laptop is visual noise. Your imagery should clarify the offer or reinforce credibility.
Test idea:
Swap the hero image for one of these:
- Product/service in action (real screenshot, real process, real team)
- A simple diagram of “how it works”
- A comparison table (your offer vs alternatives)
- A short 3-step process graphic
If it doesn’t help the user understand, remove it.
8) Test 2-step forms for lead gen
Two-step forms can increase conversions because the first click feels easy and creates momentum.
Test idea:
Step 1: “What do you need help with?” (choose from 3–6 options)
Step 2: contact details
This can improve both conversion rate and lead quality, because the answer in step 1 acts as a qualifier.
9) Build a landing page for 1 intent, not 5
Many PPC landing pages try to cover every service, audience, and use case. That dilutes relevance and reduces conversions.
Test idea:
Create a dedicated page for the highest-intent ad group (or your best-performing campaign). Make it laser-focused:
- 1 offer
- 1 audience
- 1 next step
Keep navigation minimal. PPC traffic doesn’t need the whole website — it needs a clear path to conversion.
10) Speed test: shorten load time and remove heavy scripts
Even a small speed improvement can lift conversion rate, especially on mobile. PPC traffic is often less patient than organic.
Test idea:
Test a “light” version of the page:
- Compress and resize images
- Remove non-essential scripts (chat widgets, extra trackers, heavy pop-ups)
- Reduce font files
- Simplify animations
Measure the impact on conversion rate and bounce rate. If performance improves and conversions rise, you’ve found a scalable win.
How to run these tests without wasting weeks
To lift conversion rate fast, prioritise by impact and effort:
High impact, low effort (start here):
- Message match headline
- CTA wording + reassurance line
- Proof near CTA
- Form field reduction
Medium effort:
- Two-step form
- Above-the-fold rebuild
- Intent-focused landing page variants
Higher effort but big upside:
- Performance and script clean-up
- Visual redesign with “how it works” assets
Run 1–2 tests at a time so results are clear. Keep a simple log: hypothesis, change, dates, traffic, conversion rate, cost per conversion, and lead quality notes from sales.
Closing thoughts
PPC landing page optimisation is not about clever design. It’s about clarity, trust, and momentum. Every test above reduces uncertainty or effort — the 2 biggest barriers to conversion. When you stack small wins (headline + proof + form reduction + stronger CTA), you often see meaningful uplifts without touching ad spend.
If you want a clear testing roadmap and implementation support, Totally Digital can help you identify the fastest conversion opportunities, build a testing plan, and turn winners into a repeatable growth system across your PPC campaigns.
