Landing Page Optimization Checklist for Ads (CRO 2025)

Q: How many CTAs should I use?

Use one primary action repeated across the page; add secondary CTAs only if needed.

Q: Do longer pages convert better?

It depends. Higher-friction offers often need more copy to address objections.

Q: Should I use exit popups?

Test them with helpful copy and avoid intrusive patterns.

August 21, 2025 · Updated August 21, 2025

A copy-and-use checklist to improve conversion rates from paid traffic. Optimize above-the-fold, message match, proof, forms, speed, UX, and compliance — with a simple A/B plan and QA steps.

1) Above the Fold (Message Match)

Headline: echo the ad’s promise; include the key benefit and audience.
Subheadline: clarify value and remove ambiguity.
Primary CTA: one verb, one action; visible without scrolling.
Hero visual: product in context or outcome image; avoid generic stock.

2) Offer & Objection Handling

Value proposition: why this vs alternatives?
Objections: handle price, time, risk, complexity, trust.
Risk reversal: free trial, guarantee, cancel any time.
Pricing clarity: show tiers/starting price if relevant.

3) Proof & Trust

Social proof: testimonials with names/roles; logos; case snippets.
Evidence: numbers, graphs, screenshots, before/after.
Compliance trust: privacy, terms, contact details visible.

4) Forms & Friction

Ask for the minimum info to follow-up; split steps if needed.
Auto-format inputs; show error messages inline; indicate required fields.
Show what happens next (confirmation, time to reply, download info).

5) Speed & UX

Under ~2s on 4G; compress images; lazy-load below-the-fold assets.
Readable typography; short paragraphs; bullets for scannability.
Contrast and spacing; accessible button sizes.

6) Mobile-First Details

Tap targets ≥ 44px; sticky CTA if the layout allows.
Short headlines; avoid hero text wrapping into 4+ lines.
Prioritize phone/email click actions.

7) A/B Testing Plan

Pick one KPI (lead submit, purchase).
Test big first: headline, hero visual, CTA copy/color.
Run tests long enough for significance; annotate in your dashboard.
Bank winners; retest when performance drifts.

8) QA & Pre-Launch Checklist

Check links, forms, thank-you pages, and triggers.
Verify GA4 events in DebugView and GTM Preview.
Cross-browser test (Chrome, Safari, Firefox) and devices.
Ensure disclaimers and policies are accessible.

Tie this to your ad builds: see Facebook Ads vs TikTok Ads and Google Ads 2025.

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FAQs

How many CTAs should I use?

One primary action repeated; secondary CTAs only if truly needed.

Do longer pages convert better?

Depends on complexity and price. If objections are heavy, longer pages can win.

Should I use exit popups?

Test them; keep copy helpful and avoid spammy patterns.