How a B2B Fintech Company Increased Landing Page Conversions by 5.8×
Without Redesigning a Single Page
| Industry | Company size | Project length | Goal |
| B2B Fintech | ~200 employees | 3 months | More signups from existing traffic |
The Situation
This B2B fintech company was already running ads and pushing traffic to landing pages used by both marketing and sales.
Traffic wasn’t the problem.
The product wasn’t the problem.
Design wasn’t the problem either.
But conversions were stuck around ~1%. Especially on competitor comparison pages, which were supposed to capture high-intent users.
Their product marketer knew the pages needed work. The question was how.
What They Thought the Problem Was…
They believed “We probably need to explain more.”
Copy was written like internal documentation, not a buying page
Pages talked about the product, not the reader’s problem
High-intent users had to work to understand the value
CTAs were present, but poorly placed and easy to ignore
What the Real Problem Was
The issue wasn’t missing information.
It was too much of the wrong information.
The Approach
We kept the scope intentionally tight:
Improve conversions without changing design.
Step 1: Clarify the Real Goal
- Clean up landing page copy
- Make the message punchier
- Increase signups from paid and sales-driven traffic
Step 2: Cut the Fluff Ruthlessly
We removed:
- excessive product explanations
- feature lists no one reads on first visit
- internal language that only the team understood
What stayed:
- outcomes users cared about
- clear differentiation
- language buyers actually use
Step 3: Rewrite for Intent, Not Completeness
- match why the user landed there
- address objections early
- answer “why you, not the alternative?” quickly
Step 4: Strategic CTA Placement
We didn’t add more CTAs.
We placed them where intent peaks.
- clearer signup prompts
- better positioning across the page
- less friction, more clarity
Step 5: Add Trust Where Decisions Happen
We strengthened social proof by:
- naming companies they work with
- highlighting awards and recognition
- surfacing credibility signals earlier
- linking relevant social profiles
what we didn’t do (Intentionally)…
– No design changes
– No buzzwords for the sake of sounding fintech-y
– No “let’s explain everything” copy
The Results
~1% → 5.83%
increase in competitor page conversion rate
25%
increase in lead from the same traffic
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