167% Lift in Landing Page Conversion Rate

Industry: Commercial Services
Focus: Paid Search Landing Page Optimization
Goal: Increase Conversions from Commercial Paid Search Traffic

The Challenge

A regional leader in commercial door solutions wanted to increase the effectiveness of their paid search landing page for potential commercial clients in the Charlotte and Greensboro markets. The original landing page was serviceable, but it primarily listed features rather than focusing on the pain points or motivations of business decision makers.

We hypothesized that a more customer-centric approach with content above the fold that speaks directly to commercial customer challenges and provider solutions would better resonate and drive action.

The Hypothesis

For visitors arriving from Commercial Paid Search campaigns, using language tailored to the provider’s commercial audience above the fold with clear, relatable messaging that addresses their challenges and highlights solutions would improve landing page conversion rates.

The A/B Test

We ran a 30-day test comparing two versions of the commercial landing page:

Original:
Focused on listing product features and services without immediate customer-centric framing.

Experiment:
Reframed the headline and opening section to speak directly to the concerns of facility managers and operaitons leaders, highlighting fast service, reliability, and minimized downtime.

Markets Tested: Charlotte and Greensboro
Traffic Source: Paid Search (Commercial Campaign Segment0

Why it Worked

The experiment landing page placed messaging that mirrored the customer’s intent directly in the headline and opening paragraph. Rather than focusing on features, the revised content emphasized fast response times, minimized operational disruption, and reliability—all top priorities for commercial clients.

This approach built trust faster and provided a clearer value proposition right at the decision point, leading to significantly more conversions at a much lower cost.

Key Takeway

Small changes to content placement and messaging, especially above the fold, can have a massive impact when aligned with audience expectations. For this client, the shift resulted in:

• More than double the conversion rate
• Half the cost-per-lead
• Higher ROI on paid search spend