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How do you increase the conversions of your landing page? Here are 10 practical CRO tips to help you turn visitors into customers – with examples, ideas for structure, visual elements and A/B tests.
When you run a small business or a start-up, every visit to your website counts. That is why CRO (Conversion Rate Optimisation) matters so much — it helps you turn more visitors into real customers without overspending on advertising. In this article you will find 10 practical tips you can apply straight away to optimise your landing page, increase conversions and improve sales. As usual, we will also look at it from a more philosophical angle: changing the way you think, so that it becomes marketing thinking, matters more than a checklist of “do this, do that”.
It starts with understanding who your customer is and what their pains, wants and worries are. If you do not dig into your audience’s real needs, the chance that they will respond to your offer drops significantly. So does the chance of creating the right offer in the first place. This does not just mean creating “customer personas” — it means listening actively: through surveys, conversations, chats and watching how people behave on your website.
Mini example: You run an online shop for handmade candles. Instead of a dull message like “The best candles”, write a message that touches the emotions and shows what makes you different: “Candles that turn your home into a cosy retreat after a long day, last up to 3 times longer than standard candles, burn completely (without leaving half the wax unburnt, as often happens with cheaper options) and are suitable for homes with children, because they are made from natural wax with no chemical fragrances.” You can feel the difference from a plain “the best candles” or other clichés. Using real problems shows you have done your homework. Customers notice that.
Typical mistake: Copying competitors’ messages without adapting them to your own audience, or using generic marketing phrases that do not speak to the customer and do not set you apart. Real success comes when you find your winning positioning and point everything at it — from every word and button to the CTA and every photo on the website.
We often use tools such as Quora and Reddit to analyse discussions in larger markets and see which real problems people share that the product solves. This helps you understand their pains and build content that speaks directly to them. People in larger markets — the USA, Australia, Canada, Germany and so on — have the same problems as people in a local or any other market… find them, describe them, solve them, sell the solution.
The headline (or the product/page title) is the first thing people see. It should be clear and specific, and it should communicate a benefit. Longer product titles not only give you more room for SEO keywords, they also let you include bold promises and benefits that catch attention at first glance.
Mini example: Instead of “Scented candle ‘Sveshtichko'”, use “Organic scented candle ‘Sveshtichko’ – 6 scents, burns 3 times longer, burns completely with no residue”. As a subtitle you could add “Slow burn with a long-lasting scent that is safe for you, your baby and your pet.”
Typical mistake: Using a short title that says nothing, such as “Sveshtichko”, without highlighting the benefits. You can feel the difference between the cliché and the real value the customer grasps at first glance.
Tip: Think of the title as a mini sales text that works for you. Include keywords and benefits that solve problems.
Product photos are one of the strongest tools for conversions. It is important to have shots in different settings: 2–3 photos in a professional studio focused on the product with no distracting elements, and 3–4 lifestyle photos — for example, a Sveshtichko candle burning at home with a child and a dog in the background (showing it is organic and safe for children), or a candle and a woman with a book (showing relaxation after a long day). The goal is for customers to recognise themselves in these scenes.
Also, do not underestimate infographic images — they are another opportunity to explain the benefits and solutions the product brings. Many users do not read the text, but they look closely at the images.
Bonus: Add short videos or GIFs — for example, a timelapse of two candles: an ordinary one and yours, which burns longer and more evenly. That proves the advantages without words. This is also why the product you sell must genuinely live up to the “bold claims” you make for it.
A slow website = lost customers. It is a no-brainer, yet even in 2025 many shops underestimate this factor. If a customer cannot land on the page, learn all the benefits, tap “buy” and enter their details at checkout within 30 seconds, they are almost certainly lost. With load times of 2 to 3+ seconds, every other optimisation loses its point.
Typical mistake: Uploading heavy, uncompressed images, using too many scripts and neglecting caching.
Tool: PageSpeed Insights or GTmetrix — for a quick speed audit and specific recommendations for improvement.
People trust people like themselves. Psychologically, this comes from our natural tendency to follow the crowd — if lots of people recommend something, it must be good. That is why social proof is key.
This is the perfect place to include UGC (user-generated content). One example is the Whiteme brand — immediately after the first sales section of their website there are UGC-style videos that show the product in action. That engages and persuades.
Always add real reviews with short testimonials and photos of the product in a real setting. Pro tip: negative comments are not a bad thing. At Evol we often leave a few negative reviews up and reply to them with reasoned answers or offer compensation. That way the customer sees that we are fair and will look after them even in the worst-case scenario.
Sometimes more is not better. Our advice is that building a landing page or product page should be a simple process. The planning matters more. After research (for example on Reddit or Quora), we often write down customer objections, problems we can solve, and a specific tone and writing style for the audience. Then, on a wireframe in Figma, we create sections that are as short and clear as possible — each one addressing a specific objection or solution.
The goal is to avoid clutter. Nobody is going to read a product page that takes 15 scrolls. The golden rule in our practice is up to 5 sections below the product, with objection removers, reviews and benefits. People do not have time to read novels — within 15 seconds they need to understand everything, briefly and clearly.
Again — a no-brainer, but we still see agencies and freelancers who build websites with the focus on the desktop view. Please don’t. Desktop should be the least of your worries. Most products are now bought directly on a phone. The mobile view is what matters most. Of course, if you sell a more expensive product (over $100), Millennials and older generations often prefer to complete the purchase on desktop. Gen Z, however, buy every kind of product mainly on mobile devices (and with TikTok Shop arriving in the US, people are increasingly shopping mostly inside the social network itself). This shows where the market is heading — towards mobile sales. Both versions need to be good, but always prioritise the mobile view.
We have already touched on this, but it is extremely important. If you sell products made in China, please do not use the standard photos from the Chinese listings. Do your own photography and videography, and work with your own UGC. Photos and videos are among the first things a customer sees and uses to find their way around. The quality has to be uncompromising, because that builds trust and sells before the text has even been read.
You are unlikely to hit on a winning combination the first time. Run A/B tests on messages, photos, videos, CTAs, offers and more. Even small changes make a difference.
Example: We had a case with a cosmetics brand — for a long time it used a standard “Get 10% off your first order” popup that asked for an email address. It converted at around 10%, which was OK. Following the example of a similar online shop in the US, we introduced a wheel of fortune with prizes ranging from 10% off (90% chance) to 1 free product (5% chance). Email conversions jumped to 35% in just 1 day.
Typical mistake: Making changes based on assumptions rather than data. Always test before you accept that something works.
Tool: Google Optimize and Clarity for tracking behaviour. Many Shopify apps also support A/B testing.
Data is everything. Marketing is data. Decisions are made with data. As we said in the previous point on A/B testing — guesswork rarely works. Test, use the data to see what works, apply it and scale it.
Conversion rate optimisation is an ongoing process. Small changes — a faster website, a clearer CTA, better visuals — bring big results over time. What matters is to keep testing, analysing and building on what you have. Data and real examples are your best allies. Remember that optimisation is not something you do once and are done with — it is part of your business’s growth.
If you need help, you can book a consultation with us. We offer a detailed CRO audit with specific recommendations and examples tailored to your website and audience, so that you have a clear action plan from the very first meeting.
