Landing pages & forms

The landing page and the form are where most conversion loss actually happens, and where the least monitoring usually sits. A page can be edited by someone outside the marketing team, a form can gain a required field in a CMS update, and a third-party script can start failing silently. None of those produce an error anyone sees, and all of them move the submit rate.

These posts cover what changes on a page are worth detecting, how to tell a design change from a tracking change, and why submit rate is a more useful number than lead count when something breaks.

If you are starting from a live drop, read them in order: first confirm the page is where the loss sits by comparing visits with form views and submits, then look at what changed on the page around the time the rate moved, then check mobile separately, because a layout that breaks only on small screens rarely shows up in a desktop review.