Throughout these tips we will be talking about how you should optimize your conversion rates on paid traffic. The main reason why you pay for someone to click your ad is to achieve your defined goal. This could be a signup for trial, purchase or simply a lead. Ok, back to our gorilla...  

“Click here, we promise a banana!” 

Your visitors also have responded in the same way to your ad. Your ad screams “Click, we’ll give you a banana!”. 

So far so good. The problem occurs when the gorilla, after being promised the banana, is presented a fruit basket. 

The gorilla is lazy, and searching through apples and oranges to find the real treat is frustrating and requires too much work. The gorilla turns his back on the fruit basket and leaves your website. Your opportunity is lost, and there is no conversion. But what can I do?

ConversionLab has helped Campaign Monitor grow our business by optimizing our landing pages and improving our calls to action. We’ve increased conversion rates by 1 187% and seen a significant reduction in customer acquisition cost. We are very happy with the results and look forward to testing more optimization strategies.

Shamita Jayakumar, Senior Marketing Manager

Based on solid hypothesis and across several pages.

A/B tests performed

The total uplift combined at an average of 36% uplift per test.

Uplift in conversion

Increased conversion rates means reduced customer acquisition cost.

Reduction in CAC


1 187%


Campaign Monitor converted 271 abandoning visitors into leads in just one month by offering their email marketing guide to users just as they are about to leave the page.

“We haven’t had to create any new content or pages,” sais Shamita Jayakumar, Senior Marketing Manager at Campaign Monitor. “Instead, we’re leveraging the content we already have and getting it in front of marketers who can use it. It really has been a case of creating something from nothing.”

10.8% of users about to abandon the landing pages converted with Exit Intent popups

Get in touch and I'll give you a call to tell you how we can do the same for you.

Supercharge your conversion rates like Campaign Monitor

Founder & Conversion Rockstar

A simple, but often helpful principle for landing page optimization is to look at your visitor as a gorilla. Think of your visitor as a gorilla (but don’t say it to their face!). You know they love bananas. A banana will catch his attention every time.

The answer is pretty simple (at least in theory…). Remove all the other fruits and give the gorilla what you promised – the banana!

What fruits do I have to remove? Distracting links to other pages or more info Navigation Everything not leading towards your main objective, the conversion.

Yes, I know it’s tempting to offer more than the banana when you have so many other fruits to offer. Trust us on this one – resist the urge! 

A happy gorilla is the reward, and the bonus is a much greater chance of getting your conversion. 

With A/B testing we have continued to tweak conversion rates with a total of 1187% across 33 tests on several landing pages. The average lift in conversion per test is at a stunning 36%. Below you can see one of these tests.

Homepage vs Landing Page example


Key takeaways

One goal. One landing page.

Don't confuse or anger the Gorilla! Remove any unnecessary information.

Remove navigation

Navigation or links are leaks to your conversion funnel.


The Gorilla and the Banana