6 Tools for Optimizing Landing Page Conversion Rates

Ever wonder how to skyrocket your landing page conversion rates with minimal effort? In this article, insights from a marketing manager and a CEO shed light on top tools for optimizing landing pages. Learn from the very first recommendation of using Hotjar, and wrap up with a tip to experiment with Unbounce. Discover ‌six expert tips to enhance your conversion rates.

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Use Hotjar for Visitor Insights

Hotjar is an excellent tool for optimizing landing-page conversion rates because it offers valuable insights into how visitors interact with your page. It provides heatmaps that visually display where users click, scroll, and spend the most time, helping you identify which elements capture attention and which are being ignored. This insight allows you to tweak your landing-page layout, ensuring that crucial call-to-action (CTA) buttons and content are strategically placed for maximum impact.

Hotjar also offers session recordings, which let you watch real-time visitor behavior on your page. This feature helps you identify any stumbling blocks, such as confusing navigation or poorly performing elements, enabling you to make data-driven adjustments that improve the user experience. Additionally, its feedback polls and surveys allow you to gather direct insights from visitors about their experience, helping you understand why they might not be converting.

By combining these features, Hotjar gives you a comprehensive understanding of how users engage with your landing page. It helps identify areas for improvement, enabling you to make targeted changes that lead to higher conversion rates. It’s a powerful tool for refining your landing-page strategy, ensuring that every element is optimized for turning visitors into customers.

Charlie Worrall, Marketing Manager, Imaginaire

Create High-Converting Pages with Leadpages

At TrackingMore, we use Leadpages to create high-converting landing pages in minutes. We love this website for creating and optimizing our landing pages for several reasons.

First, Leadpages is easy to use and features an intuitive user interface. You do not need to know how to write code compared to other landing-page builders. The drag-and-drop features ensure that even the least experienced person with coding can build a landing page quickly.

There is also a vast library of landing-page templates to choose from. This resource is especially helpful for people who are not great at design or if you need some inspiration to get you going.

For optimizing our landing pages for conversions, Leadpages allows us to run A/B tests and try different copy formats, images, and call-to-actions to see which one performs best.

It is also worth noting that any landing page you create with Leadpages is automatically optimized for viewing on mobile, which helps to improve the chances of visitors to your website converting.

Clooney Wang, CEO, TrackingMore

Optimize Landing Pages with HubSpot

As an expert in digital marketing, I use HubSpot for optimizing landing page conversion rates. Through over 20 years of experience helping businesses grow online, I’ve found HubSpot’s tools to be invaluable for experimenting with and improving key metrics.

For one client, we used HubSpot to A/B test a new landing page design. Finding their old, crowded layout was costing them over 30% in lost leads. By simplifying the page and emphasizing a strong CTA, they gained back that 30%, and then some. HubSpot’s heatmaps and session recordings gave us insight into how visitors were interacting with each page variation, so we could make data-driven optimizations.

HubSpot is ideal for small businesses to enterprises. An e-commerce retailer leveraged their landing page tools to build custom pages for different audience segments, boosting sales 15% year over year. For my smaller clients, HubSpot’s simple interface means you don’t need a developer to start split-testing and improving conversion rates.

No marketing strategy is complete without testing and optimizing based on results. HubSpot provides an intuitive platform for experiments that reveal how changes to content, design, and more impact your metrics, so you can make informed choices to accelerate growth. Their passion for data-driven inbound marketing matches my own, which is why I recommend them as the best solution for optimizing landing pages and beyond.

We use Optimizely for all our clients to improve conversion rates through experimentation and data. For one SaaS client, we tested removing their contact phone number and live chat from the landing page. Conversion rates increased over 20% because visitors focused on the signup form instead of contacting a sales rep.

Optimizely’s visual editor and powerful reporting have been game-changers. We can easily build variations of pages and run A/B tests to determine which one converts best. The data shows us exactly how small tweaks impact metrics like signups, so we know what’s really moving the needle.

For small businesses or large enterprises, A/B testing with Optimizely is crucial for growth. Obsessing over data and testing has changed how we optimize client campaigns. Their tool is intuitive yet robust enough to scale, yielding major wins through experimentation and a dedication to data.

Jay Owen, CEO, Business Builders

Improve Conversion Rates Using Optimizely

We’ve used Optimizely on hundreds of campaigns for home-service clients to improve their ROI.

Optimizely’s visual editor makes it simple to create variations of pages by rearranging elements. We run A/B tests to determine which version works best based on metrics, like lead captures or calls. One landscaping client saw conversion rates jump 32% just by moving their call-to-action button above the fold.

Optimizely provides data proving how changes impact KPIs so we can make data-driven choices. They focus on experimentation, which has been key to growing our clients’ businesses. For example, we found simplifying contact forms by removing fields boosted lead rates for a plumbing client by 45%.

The tool is intuitive, yet robust. For any business wanting to optimize their digital marketing, A/B testing with Optimizely is crucial. Their dedication to data has been invaluable in increasing conversions and revenue for our home-service clients.

Lesly Jean-Baptiste, Owner, Team Genius Marketing

Boost Conversions with Google Optimize

I often recommend Google Optimize for optimizing landing pages. Through split testing, we’ve achieved double-digit conversion rate lifts for clients.

For a local contractor, we tested two versions of their homepage. Version A emphasized cost savings; Version B focused on quality and experience. Version B won by over 20% and became their new homepage.

For an e-commerce company selling supplements, we tested checkout page variations. Removing the coupon field and making the “Buy Now” button larger led to 12% more completed purchases. Seemingly small tweaks can drive big wins.

Optimization is continuous. We often start with headlines, images, and CTAs—elements that significantly impact user experience. Reviews, social proof, scarcity, and urgency are also effective. The data shows what resonates, then we iterate and improve. With the right tools and mindset, any business can leverage testing to boost revenue.

Josh Hook, Agency Owner, Hook’d IT Up

Experiment with Unbounce for Better Results

I use Unbounce to optimize landing-page conversion rates. The drag-and-drop builder is what first caught my attention—it’s straightforward but gives enough control to create something unique. We have a strong brand identity rooted in classic designs, and our landing pages must reflect that without feeling overly templated. Unbounce makes it easy to experiment with different layouts, visuals, and messaging while still keeping everything on-brand.

But where it really shines is in its A/B testing capabilities. Optimizing conversion rates isn’t a one-size-fits-all process, especially in e-commerce, where different audiences react to different design elements or offers. Unbounce allows us to quickly set up tests to compare versions of our landing pages. 

Whether it’s testing the placement of a CTA button, tweaking the copy, or changing the featured wallpaper design, it’s all about getting real-time insights into what’s working. I’ve seen noticeable improvements just by running a few strategic tests—sometimes even small tweaks can drive significant jumps in conversions.

Reilly James, Marketing Manager & eCommerce Optimization Expert, William Morris Wallpaper

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