The landing page that blew up our conversion numbers
Resolving the mystery of Landing Pages: To be or not to be, that is the question
No two stories are the same, just as no two businesses are alike. When it comes to turning a visitor into a converted user, there is no one-size-fits-all formula. In fact, even the concept of what is a conversion varies depending on the context and the goals of your business.
For some, a converted user might be someone who has made a purchase or signed up for a subscription. For others, it could be a visitor who has engaged with content, submitted their contact details, or downloaded an app. The meaning ultimately depends on what metric you define as the most valuable outcome in your users’ journey.
Rethinking the path forward
Every step of the journey — from curious visitor to converted user — needs careful planning. But sometimes, the greatest breakthroughs come not from refining the path to conversion, but from questioning whether the path needs to exist at all.
Which brings us to the landing page that broke our conversions —Not because it was poorly designed, but because it wasn’t needed at all.
That’s right — the solution was, quite literally, nothing. No extra steps, no flashy designs, no elaborate explanations. At Norban, a Swedish real estate startup, we embraced what you might call the landing page paradox. Instead of directing potential leads to a traditional landing page designed to explain our service in detail, we removed it entirely.
Our approach was straightforward: visitors were taken directly to our registration pages. Instead of sending them to an intermediate landing page, we used clear, targeted ads to guide users straight to registration. In essence, these pages still served the purpose of a landing page, but without the distractions or detours. The registration page became both the entry point and the conversion point — streamlined, simple, and effective.
Why Skip the Landing Page?
Our original thinking was simple: potential customers needed a clear understanding of why they should register and what benefits it would bring. After all, selling a property is a significant decision, and as a hybrid real estate solution — a blend of agent and platform — we believed detailed explanations were essential to build trust. But we discovered that the key wasn’t in over-explaining; it was in removing barriers altogether.
Like most startups, we’re always looking for ways to improve our funnel. Then one day, we asked ourselves a bold question: What if we removed the landing page altogether? So, we did exactly that. The results were, frankly, surprising. Not only did we successfully lowered our customer acquisition cost (CAC) we are also seeing a significant increase in new registrations. While there was a slight drop in lead quality, the sheer volume of new sign-ups more than made up for it. It was a counterintuitive move that paid off in ways we hadn’t anticipated.
Conversation is the key
It’s a cliché, perhaps, but every customer truly is unique — unique in their problems and, just as importantly, in how they express those problems. By removing the landing page, we realized we could meet our potential customers more directly, addressing their needs in real time and on their terms. This approach demands empathy, adaptability, and a deep understanding of the user journey — but it also eliminates the guesswork that often accompanies traditional landing pages.
A landing page can easily become a distraction — a roadblock that keeps you and your potential customer from reaching a meaningful conversation. By connecting with each newly registered user as quickly as possible, we created opportunities to understand their needs and establish real connections. This approach even benefits those we’re unable to serve, such as users living in areas where we’re not yet active. Instead of leaving them wondering why we couldn’t help, we provide a clear and respectful explanation, ensuring they leave the interaction with clarity and trust.
Shifting the burden
One other important point to make: removing the landing page isn’t to say we ignored the need to give our users some background — far from it. The key insight here was shifting the burden. Instead of asking our potential customers to read through detailed explanations or do the heavy lifting themselves, we focused on getting them to the critical point of engagement as quickly as possible: the conversation.
For us, registration wasn’t the end goal, but rather the beginning of something bigger. It marked the start of a conversion and qualification process — a gateway to deeper engagement. While it wasn’t what we’d call a complete conversion, it was an essential first step, one that opened the door for further discussions and allowed us to truly connect with the customer.
Always question the steps in your funnel
It is important to break down your conversion funnel into smaller, more achievable steps. In our case, it was key to get to a point where we can have a short conversation with each of our leads before giving them material to read. It turned out, the order of which we approach our leads mattered a lot.
You might ask: What about the extra effort needed to handle all the leads? Well, that is a relevant question. In our case, we can afford the extra effort as we’re seeing scale and ultimately a return of the investment. Our approach might not work for everyone, but I think it’s always worth thinking about whether or not a step in your conversion funnel really needs to be and in which order they should come. Not all business have the luxury of devoting time and effort to talk to all leads. Regardless of which, there are always there are ways to lead your customers to a more personalized experience.
In hindsight, my advice is to be bold, and lead your leads quicker to a conversation or at least some kind of personalized experience. Many rely to heavily on landing pages. The do have a place, certainly, but sometimes they become a distraction. In our case, we were overly scared of attracting the wrong crowd to the point where we alienated parts of our customer base. Lowering the barrier to entry can sometimes be hard. You do tend to sometimes think that your legacy parts of your funnel cannot be questioned. Many times the can be!
The rise of generative AI
Another crucial reason why this change is significant is the growing impact of AI and chatbots on how businesses interact with customers. Conversational UX is set to expand rapidly as we move into 2025, with generative AI technologies driving much of this transformation. Unlike static landing pages, which rely on pre-written content and predictable user flows, AI-powered conversational interfaces offer dynamic, personalized, and interactive experiences that adapt in real time to the needs of each user.
With generative AI, businesses can manage multiple conversations simultaneously, providing instant responses, answering questions, and guiding users through processes in a way that feels natural and human. This scalability not only improves efficiency but also elevates the customer experience, allowing businesses to engage users meaningfully without requiring them to navigate through traditional, often cumbersome, landing pages.
As conversational AI continues to evolve, we’re likely to see a shift away from landing pages altogether. Instead, the focus will be on conversational entry points — interfaces that immediately invite users into a dialogue, bypassing the need for extensive reading or explanation. This trend emphasizes the importance of making meaningful connections quickly and effectively, mirroring the strategy we’ve embraced. By removing the landing page and prioritizing direct engagement, we’re aligning with the future of customer interaction, where conversations — not pages — are the driving force behind conversions.
Wrapping it up
If you made it this far, thanks for reading and good luck with improving your conversion funnel. And remember, you might not need that landing page.
