Landing page optimization in Japan – turn ad clicks into inquiries

Signs your landing page needs optimization

Landing page optimization (LPO) raises the share of visitors – from ads or search – who go on to inquire, book or buy. Traffic can stay the same: a higher conversion rate means more results for the same ad spend. Check whether any of these sound familiar.

• Your ads have a decent click-through rate, but most visitors leave within seconds
• Most traffic is mobile, yet almost nobody converts on a phone
• People reach the form but do not submit it
• The ad promises one thing and the first screen of the page says another
• The page has not changed since launch, and nobody knows what is working

If even one applies, the page has room to improve. Start by confirming with data where people drop off.

Why landing pages fail to convert

Underperforming pages tend to share the same problems. Review the page as a visitor would, before debating design taste, and the places to fix become clear.

• Ad mismatch: the search term or ad message is not picked up in the first screen
• Wrong order: company history or detailed specs come before it is clear who the offer is for
• Open doubts: price range, process, service area or cancellation terms are missing
• Unclear action: vague button labels, or several ways to apply with no obvious choice
• Heavy forms: too many fields, unexplained required items, awkward input on mobile
• Slow loading: large images or video delay the page and visitors leave before it appears

Sometimes the cause sits on the ad side – keywords or targeting. Our page on lowering your CPA covers how to review ads and landing pages together.

How LPO works: five steps from diagnosis to results

Random edits make results hard to read. Following this order lets each improvement build on the last.

• Check tracking: confirm GA4 and ad conversion tracking actually fire, using a test submission
• Find the drop-off: look at scroll depth and how many people reach and complete the form
• Write hypotheses: turn each suspected cause into one concrete sentence, such as "visitors leave because the price is unclear"
• Draft changes: prepare copy, layout, button and form changes for each hypothesis and rank them by likely impact
• Test and keep: confirm results with an A/B test or a before-and-after comparison, then keep what works

Plan on two to four weeks of data per change to smooth out weekday and seasonal swings. A heatmap tool shows how far people read and what they click, which makes the hypotheses much sharper.

Five rewrites that usually move the numbers

Start with the parts that affect conversions most, before considering a full rebuild. These five often change results through rewriting alone.

• First screen: say in one line who it is for, what problem it solves and how – in the same words as the ad
• Button labels: replace "Submit" with what happens next, such as "Get my free quote"
• Doubt removers: a price range, the next steps after applying and a short FAQ placed near the button
• Proof of a real business: the owner's name and photo, qualifications and concrete details of the service
• The form: only the fields you need, mobile-friendly inputs and a visible number of steps

If the structure itself is the problem, or the product or audience has changed, building a new page can be faster. See landing page production for how to decide.

Running A/B tests you can trust

An A/B test splits traffic between the original page and a variant and compares the results. Done well, it gives you a solid basis for decisions; done carelessly, it turns random noise into false wins.

• Change one element at a time so you know what made the difference
• Wait until each version has enough conversions before calling a winner
• Keep ad budgets and targeting steady while the test runs
• Check desktop and mobile separately – results often differ
• On low-traffic pages, combine before-and-after periods with heatmap and form data

Google Optimize, the free testing tool many sites used, was discontinued in 2023. Today the usual options are a dedicated A/B testing tool or splitting landing pages inside the ad platform. To lift responses across your whole site, see how to get more inquiries from your website.

How UNANOBO optimizes landing pages: a free demo first

Before you commit, UNANOBO reviews your current landing page and ads, points out where visitors are likely dropping off and builds an improved version of the page as a free demo. You can click through the new first screen, layout, buttons and form on your computer and phone.

The process is simple: free demo, feedback, launch, growth. After launch we keep testing and rewriting based on the data, alongside your Google Ads and Meta Ads setup. The founder handles every project personally, by message, in Japanese or English. Your ad accounts and analytics stay in your name.