Case Study
To improve conversion efficiency, we first reviewed how paid traffic was moving through the existing landing page experience. The priority was identifying where competing messages, navigation options or unclear calls to action were distracting specific users from the primary conversion goal.
We structured the landing page experience specifically for a B2B audience, giving the landing page a clearer hierarchy and more deliberate journey towards action.
Messaging was tailored specifically to the journey and mindset of audiences working in procurement, covering off solutions to their pain points.
Once the conversion pathway was clear, we focused on creating a stronger connection between the paid campaigns and the landing page experience. Visitors needed to immediately recognise that the page matched the product, service or need that prompted their click.
We refined keywords to cover off terms indicating volume and professional procurement. This reduced the disconnect between ad and page, while making the value proposition easier to understand within the first few seconds.
Reducing Friction Across the Page Experience
With messaging aligned, we addressed the points most likely to create hesitation or unnecessary effort. We reviewed page structure, content density, calls to action, forms and mobile usability to identify where users could lose momentum.
The experience was simplified so important information appeared at the right point in the journey e.g. short yet specific enquiry forms . Each change was designed to make the next step easier without removing information users needed to make a decision.
The final priority was strengthening the reasons for visitors to trust the business and take action. Credibility and confidence played a big part in our messaging.
We introduced or strengthened proof points at key points in the page journey. Rather than adding more content for its own sake, these elements were positioned to address likely questions and reduce hesitation before conversion.
Lift in conversion rate (vs 0.12% on their main website contact form)
qualified B2B enquiries
Engaged Sessions
By aligning campaign intent, page structure and conversion messaging, our client was able to get greater value from its existing paid traffic. The new landing page experience provides a clearer foundation for ongoing testing and gives the business greater confidence when investing in campaign growth.
