Why Your Landing Page Isn't Converting (And How to Fix It)

Landing pages exist for one reason: to drive action. But even the best-designed pages can fall short if they miss key conversion elements. Here are four common issues we see – and how CRO can solve them: 

1. High bounce rates 

   1. Cause: Slow load times, weak design, unclear messaging 

   2. Fix: Match user intent, speed up load times, clarify value 

2. Weak or misplaced CTAs 

   1. Cause: CTAs buried, vague, or don’t align with user intent 

   2. Fix: Make CTAs visible, action-oriented, and benefit-led 

3. Friction-filled forms 

   1. Cause: Too long, too complicated, unclear purpose 

   2. Fix: Simplify forms, break into steps, add explanation 

4. Lack of trust 

   1. Cause: No social proof, missing credibility indicators 

   2. Fix: Add testimonials, case studies, trust badges 

Case study: Daydot × Wall Street Journal

WSJ wanted more app downloads and newsletter sign-ups. Our CRO approach focused on the first 100 days of membership – optimising onboarding for habit-forming behaviours. Results: 

• 980% more newsletter sign-ups 

• 195% more app downloads 

• 240% more key actions 

• 18% uplift in retention 

 Next, we’ll dive into the practical strategies behind high-performing landing pages – including A/B testing, heatmaps, and more.