How to Double Your Conversion Rate

Want to double your conversion rates?

Start by embracing the idea of: “One path of success” Especially on landing pages!

Let me show you how with these 10+ examples.

Let’s break down “one path of success.” It means that you should eliminate unneeded distractions on a landing page. And make it VERY easy for a user to find success or value.

Example 1.

If you want someone to sign up for your SaaS from a certain landing page. Make sure that is the ONLY thing they can do on the page. If you don’t make that SUPER obvious, they will likely not sign up.

Example 2.

In one of my previous roles, we were giving people way too many choices. And just like when it comes time to pick a new Netflix show, they got overwhelmed. Then they would quickly bounce from the page.
Example 3.
When we eliminate distractions, popups & unneeded content. And gave them “one path of success.
” The conversion rate basically will double overnight.”
Example 4.
Canva uses this approach extremely well on all of its ad-driven landing pages.
As you can see in this example, they have removed the header, footer, copy & more:

The team at Canva wants customers to sign up for their service from an ad. So they basically make it impossible to do anything else!
It doesn’t matter what template or button you click on, it takes you to the same spot. And that is exactly the point. If you want someone to take action, make it simple for them to take that action.
Example 5.
The difference becomes very obvious when you take a look at their SEO-driven landing pages too. Lots of distractions & places for you to click!
Example 6.
Side note, if you’re using your text-heavy SEO-driven landing pages in your Ad campaigns. Please stop. Take a day & create some new conversion-driven landing pages.
Now not all of your “one path of success” landing pages have to look or function the same. Some can use simple CTAs, while others can feature a more complex lead capture form. You just need to figure out what works best for your brand!
Wrike uses this simple lead capture form to convert people looking for Gantt charts. Below the fold, there’s not really anything else that a user could click on too!
Example 7.
Smartsheet also uses this approach for their Gantt chart landing pages too. So it must work well for SaaS brands!
Example 8.
Sprinklr uses a slightly more complex lead capture form. As you can see, they have removed everything from the header. And made every CTA link to that form, even if it’s on another page.
Example 9.
Hubspot creates very minimalistic landing pages for all of their eBooks. They have stripped out everything from this page except for that call to action! These pages are perfect for ads on social media too.
Example 10.
Now this page from may look complex & confusing. But none of those buttons actually does anything. And all the links push a user directly into their sign-up flow.
So you can still have a pretty “complex” landing page. All without abandoning the idea of “one path of success.”
  1. Embrace one path of success.
  2. Eliminate unneeded distractions on a landing page.
  3. Don’t give visitors to many choices
  4. Don’t create text-heavy SEO-driven landing pages. Focus on Less text.
  5. The Fewer the (CTAs) on the landing page the better.
  6. Simplify your lead capture forms.