CRO breakdown of The Church's B2C events click-through. Expert analysis of design decisions, psychological principles, and conversion strategy by Apexure.
What is ConvertScore™? ConvertScore™ is Apexure's proprietary landing page performance metric. We evaluate every page across four dimensions — Copy & Messaging, Layout & Hierarchy, Trust & Social Proof, and CTA & Conversion Path — to produce a single score out of 100.
When The Church needed a click-through that converts B2C visitors, the brief came down to one question: what does this specific audience need to see before they’ll take action?
We started by identifying the conversion barriers. In the events space, Consumers make faster decisions, but they’re also quicker to bounce. The page has three seconds to earn their attention. Every design decision that followed was a direct response to those barriers.
We used oversized typography — not for decoration, but for hierarchy. We created three distinct text colour levels: the headline in full contrast, supporting text in a softened mid-tone, and secondary details in a lighter shade. This layered approach means visitors absorb the most important message first without the fatigue of reading uniformly weighted text. When every paragraph is the same size and weight, nothing stands out. Hierarchy is what guides the eye.
We used a slider to showcase multiple proof points without overwhelming the layout. The slider creates an implicit message: ‘we have so many examples that we need a carousel to contain them.’ Each slide’s headline is visible before interaction, so visitors who never click still absorb the credibility signal. We avoided auto-rotation — forced movement frustrates visitors and reduces engagement with the content that matters.
We replaced static screenshots with embedded video because video builds trust faster than any other medium. Visitors see real people, hear real voices, and watch the product or service in action. The performance trade-off is worth it — video viewers are significantly more likely to convert than those who only read text. We configured the embed for lazy loading so it doesn’t impact initial page speed.
The dark layout was a deliberate choice, not an aesthetic preference. Dark backgrounds create natural contrast that draws the eye to lighter content blocks and brightly coloured CTA buttons. They also convey a premium feel that differentiates from the sea of white-background competitors. We balanced readability by using off-white text (not pure white, which causes eye strain on dark backgrounds) and ensured sufficient contrast ratios for accessibility compliance.
We positioned client logos and proof points prominently because social proof from recognised names creates an immediate trust transfer. The key insight is placement: logos above the fold reduce bounce rate because visitors who recognise even one brand feel an instant sense of ‘this is legitimate.’ We curated which logos to show — featuring brands the target audience would recognise, not just the biggest names in the portfolio.
We set a single objective for this page — one CTA, one goal. The beauty of a landing page is the single canvas to persuade the visitor to do one thing. Adding a secondary objective (promote the blog, link to careers, showcase other products) dilutes everything.
Trust signals are woven throughout the page, not isolated in one section. Reviews and ratings sit near the hero because that’s where bounce happens — social proof from real people reduces it. Testimonials with full names and photos appear in the mid-section because anonymous quotes carry no weight. Guarantees or trust badges sit near the CTA because that’s where commitment anxiety peaks.
"The biggest mistake in B2C is burying social proof at the bottom. Testimonials and reviews near the top of the page reduce bounce rate immediately because visitors see that real people — people like them — have already made this decision successfully."
Read more about how we approach trust signals in our guide to How to Optimize Your Landing Page Headlines.
We highlighted a testimonial from someone the target audience would identify with. People want to see that someone like them made this decision successfully. The closer the testimonial matches the visitor's situation, the stronger the persuasion.
As a click-through page, we deliberately avoided putting a form above the fold. The visitor absorbs the value proposition, sees proof, and only commits when they click through to the next step. By the time they reach the form, they’ve already decided — the form is just the mechanism. This sequencing consistently outperforms direct lead capture for events offerings.
"The biggest tell that a page was built without design experience is black text at maximum contrast on a white background. We always soften the blow: off-white backgrounds, a subtle grey text hierarchy, and enough spacing that reading feels effortless. These details seem small but they compound into a significantly better experience."
We chose Unbounce for this project because it gives us the right balance of design flexibility and conversion tooling. The platform handles A/B testing natively, so we can iterate on headlines, CTAs, and layouts without developer involvement.
More than 60% of The Church’s visitors arrive on mobile. We didn’t just make the page responsive — we loaded it on a phone, read the text aloud, tried the navigation, and attempted to convert with our thumbs. That process exposed friction points that analytics would never reveal. The CTA is accessible at every scroll depth, touch targets are sized for thumbs (not mouse pointers), and the form works without zooming.
We run speed tests on every page we build because a slow landing page is a leaking bucket. You can spend thousands driving traffic, but every additional second of load time costs conversions. We treat PageSpeed results as a to-do list, not just a score.
No landing page is finished — every page is a hypothesis that data validates or disproves. With today’s data, we’d make three changes:
"Every page we launch is a hypothesis. We set a single objective, measure against it, and then replace the weakest element rather than adding more. The goal is to persuade with as little as possible — not to dump everything onto one page and hope something sticks."
This The Church click-through demonstrates that effective landing page design is about strategic restraint, not visual complexity. Every element earns its place by moving visitors one step closer to conversion — and anything that doesn’t serve that purpose gets cut.
Browse our full collection of landing page examples to see how we apply these principles across industries. For methodology, read our guide to Landing Page Call to Action Tips.
Controlling what visitors see first, second, and third guides them toward the conversion goal.
People follow the actions of others. Testimonials, reviews, and client logos build trust and reduce hesitation.
Colours trigger emotional responses. Strategic use of contrast and brand colours guides attention to CTAs.
People trust credible experts. Certifications, awards, media mentions, and expert endorsements boost credibility.
A high-converting events landing page has a single clear objective, a headline that empathises with the visitor's problem, trust signals placed strategically throughout (not buried at the bottom), and a CTA with action-specific copy. The design should reduce cognitive load through clean typography, generous whitespace, and progressive disclosure of information.
A dedicated click-through outperforms standard website pages because it has a single focused goal with no competing navigation links. Your main website serves multiple audiences and objectives, which dilutes conversion performance. A landing page removes the main nav, eliminates distractions, and guides every visitor toward one action.
The most effective CRO principles for B2C landing pages are social proof, urgency through genuine scarcity, colour psychology for CTA contrast, and empathetic copy that names the problem before presenting the solution.
A events landing page typically takes 2-3 weeks from brief to launch. This includes audience research, wireframing, visual design, copywriting, development, speed optimisation, and cross-device testing. We follow the principle that the page launches as a hypothesis — then we iterate based on real performance data.
We design high-converting landing pages for B2B and B2C brands. Let's talk about yours.
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Founder & CEO of Apexure, Waseem worked in London's Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences.
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"The hero has one job: confirm the visitor is in the right place within three seconds. If they have to think about what you do, they're gone. We strip everything from the hero that doesn't serve that single purpose — no secondary CTAs, no feature lists, no animations competing for attention."