We tell every new client the same thing: your landing page is either scaling your ads or bleeding them. This one change lifted a client's conversion rate from 2.4% to 5.6% inside a week.
Move the primary CTA above the fold — but only after the proof
The usual advice is "CTA above the fold." The nuance we missed for years is that in Southeast Asia, trust signals need to land before the CTA does. Social proof, review count, and a familiar payment logo all need to be visible in the first viewport.
Kill the hero video
Auto-playing hero videos push the CTA down, slow the page, and rarely earn their weight in view-through. Replace with a still image and a one-line value prop.