Improving Paid Search Conversion with Reusable Landing Pages

Background and Context

• Goal: Improve paid media conversion and build a reusable page system for campaigns

• Channel: Paid search

• Audience: United States, English

• Primary KPI: Sales form submits

• Constraints: Sitefinity CMS, Salesforce form field requirements, and the marketing style guide

• Partners: campaign leads, product marketing, and web development

Problem Framing

• Hotjar and Google Analytics showed low attention on the hero and form.

• No social proof above the fold.

• Value proposition unclear vs VDR competitors.

Design Approach

Principles:

• Lead with a clear value proposition and outcome.

• Move strong proof to the hero.

• Make the primary CTA and the form obvious and predictable.

• Improved form clarity with concise labels and inline error help.

• Reduced hero height to prioritize message and action.

• Wrote a testing plan so results are trusted.

What I did:

• Built three variants plus the control in Figma.

• Wrote the A/B/n plan, success metric, and variant logic.

• Partnered on copy and proof with campaign leads.

• Delivered assets aligned to CMS and brand rules.

Experiment Design:

• Control plus three variants. Even split. English, United States.

• Primary metric: Sales form submits.

• All traffic routed to the winner after the test concluded.

Final Designs

What changed:

• Shortened the hero so headline and proof were visible without scrolling.

• Moved proof up, placing logos or a testimonial near the headline.

• Clarified the form with concise labels and inline error help.

Details:

• Headline tied to a clear outcome.

• Subheadline with one sentence of proof.

• Logos or a short testimonial near the hero.

• Prominent primary CTA and a form with clear labels and inline error help.

• Scannable sections for benefits and features.

• Field count unchanged at the sales team’s request to support lead qualification.

• Same layout applied to the Datasite Cloud landing page.

Outcome and Impact

• 717 sales accepted leads, SALs, on Datasite Cloud, 173% above forecast.

• 50,929 page views on Datasite Cloud, 181% above forecast.

• Winning layout outperformed the control in testing.

• A/B/n testing template adopted for future tests.

• Template reused across multiple campaigns the next quarter.

Reflection

If I had more time, I would:

• Run task-based tests on message clarity before launch.

• Localize the system for non-US markets and measure impact.

• Set a cadence for headline and proof tests.

• Tighten analytics to capture field-level errors and drop-offs.

• Moving proof to the hero and clarifying the form increased attention and intent above the fold.