COMPANY · ADALAB
Landing page optimisation for each audience and intent
During my time as Head of Performance at Adalab, I worked on optimising landing pages to improve conversion rates from Paid Media campaigns.
01 · The problem
Plenty of leads, but room to improve conversion
It became clear that the same landing pages were often used across different channels and for audiences with different needs and intentions. The conversion experience was not always tailored to the user arriving from each campaign.
A single landing page would not necessarily work equally well for every audience.
02 · The hypothesis
Greater relevance could mean more conversions
The hypothesis was to adapt the landing page’s content and value proposition to each type of audience and their search intent.
- Audience
- Intent
- Landing page
03 · The test
Test before scaling
Different versions were designed for each audience and acquisition context. Rather than replacing every page at once, they were tested progressively and their conversion rates analysed to decide which ones to scale.
01 · Adapt
A landing page tailored to the audience and acquisition context.
02 · Test
Test progressively and analyse the conversion rate.
03 · Scale
Roll out the best-performing versions in Paid Media.
Current landing page
vs.
Tailored landing page
↑ Conversion
04 · Outcome
The more relevant versions converted better
The tests showed a clear improvement in the conversion rate. From there, the new landing pages were gradually introduced into Paid Media campaigns.
05 · Key learning
Not every user needs the same experience
If a user’s intent changes, the experience they need in order to convert may change too.