A landing page with few enquiries does not necessarily need a new design. The problem may arise before the visit, in the form or in conversion measurement. Changing headlines, colours and fields simultaneously makes the result harder to interpret. Start with a sequence of checks, preserving the previous version and the records needed for comparison.
This guide concerns a published page with visitors and a defined objective. If you are planning a new page, our article on the elements of a good landing page covers that construction work. Here, the priority is locating a fault or framing an improvement hypothesis that can be tested.
1. Is the conversion measured at the right moment?
Submit a test enquiry and follow the whole journey: completion, server response, internal record and received notification. Clicking ‘Send’ does not prove the request was saved. A form event can also fire when an error occurs. Compare what the system records with what the commercial team actually receives.
In Google Analytics, an event can be marked as a key event when it represents an important business action. That classification does not validate the implementation. Check duplicates caused by reloads, repeated clicks and device differences. Also confirm that consent, filters or recent changes have not altered collection. Not every enquiry will necessarily have an individual match in analytics reports.
- Send an identifiable synthetic enquiry without real customer data.
- Confirm a single internal record and the response shown to the visitor.
- Check receipt of the notification and the ability to reply to the contact.
- Compare the measured event with actual success, without treating clicks as completed enquiries.
2. Do visitors match the service and audience?
Segment by source, campaign, device and region before assessing the page as a whole. A campaign attracting training searches has a different audience from one offering technical support. In Google Ads, review available search terms, ad intent and intended location. The search terms report does not necessarily include every search performed.
Compare the ad and page side by side. If the ad offers an urgent repair but the page presents only a monthly support arrangement, expectations differ. That is a hypothesis to check through the message and enquiry quality, rather than a conclusion about button colour. Google Ads documentation treats page usefulness and relevance as components of landing page experience.
3. Does the offering answer the questions needed before making contact?
Read the page as someone unfamiliar with the business. You should understand the problem covered, type of intervention, information to provide and next step. Phrases such as ‘complete solution’ or ‘guaranteed results’ do not replace concrete information. Someone may understand the topic while remaining unsure whether the service suits their situation.
Also check trust: company identification, contact details, demonstrable work and clear terms. Photographs and testimonials should be real and authorised. Do not introduce unsupported countdowns or limited availability. For technical services, explaining compatibility checks, access and priorities can be more useful than a commercial promise that cannot be verified.
4. Can people complete the task on mobile?
Test on a real phone: open the page, read the essentials, find the contact, complete the form and correct an error. Look for overlays covering fields, buttons too close together, unsuitable keyboards and unexpected movement. Also test keyboard navigation and enlarged text. A page that looks correct in a desktop screenshot can still be difficult to use.
Use PageSpeed Insights to investigate loading and stability, distinguishing field data from a laboratory simulation. Core Web Vitals cover loading, interaction responsiveness and visual stability. One score does not explain every abandonment or demonstrate higher conversion. Connect technical observations to the specific failed task, such as a button moving when an image appears.
5. Does the form ask for what is needed and explain errors clearly?
Review each field’s purpose. Asking for passwords or administrative access at the first contact creates unnecessary risk. A quotation request may need technical context; reducing everything to an email can also generate enquiries that are difficult to assess. Field count should follow service requirements rather than a universal conversion rule.
W3C WAI guidance explains that visitors need labels and clear submission feedback. During testing, confirm that an error identifies the field, explains the correction and does not erase all their work. The success message should correspond to an accepted enquiry. If a temporary fault occurs, offer another contact method and avoid encouraging uncontrolled repeat submissions.
How to select and monitor the first change
Organise problems by evidence and impact: a confirmed submission failure, device incompatibility, inconsistency with the ad or a recurring question for the commercial team. First fix what prevents task completion. For a content hypothesis, define the change, observation period and enquiry-quality criterion. With little traffic, do not present small fluctuations as statistical proof of improvement.
RedeShop can assess the connection between Google Ads, the landing page and technical operation. To plan a new page, explore our landing page construction guide.