Justworks PAID LP Refresh
PROJECT: Consolidation & Optimization
My Role: Web Content
We had too many paid landing pages running at the same time, which weren’t optimized from a UX design or copy standpoint for paid performance. I worked with the Paid team, Website, Product Design, and Content team to overhaul copy and relaunch these pages to improve performance.
Stage 3 - Scaling Up
After we found our winning formula, it was rinse and repeat, using paid search keywords to fill in our new page templates across 16 total paid landing pages. Regardless of category, each new version has significantly outperformed its control (old) version.
Stage 1: Testing & Iteration
We started small with the highest trafficked pages, our benefits paid LPs and tested two new versions with the old as the control.
The two new layouts had copy with paid search target keywords, while the control version remained the same.
After reviewing results, there was a clear winning page among the new versions. We used those findings and applied them to create new pages.
Results: leads increased by 40-100%, click to lead by 21-68%, and decreasing CPL by 24-43%
