Value vs. Feature
PROBLEMSTACK’s free-account landing page had run unchanged for years. A value-led alternative beat it everywhere except broader campaigns. Would a feature-focused page close that gap, or would value still win?
StrategyI proposed an A/B test to see which messaging focus would gain more conversions: customer value or product features. Partnered alongside our Demand Generation lead on paid-search testing to get an even 50/50 split on audience segmentation.
ExecutionI built both landing pages end to end, including copy, visuals, animation, and a comparison chart, then flagged a tracking risk before we launched the test.
ResultsThe value-focused page won every one of seven campaign segments on conversion rate and cost-per-acquisition. The widest gap converted at 11.94% for value versus 6.25% for feature, at under half the cost ($35.27 vs. $82.90).
SummaryAs STACK’s web and growth lead, I designed and built two new paid-search landing pages to settle how STACK should pitch its free account to cold search traffic. STACK had run the same “standard” page for years; an earlier test showed a value-focused alternative beating it almost everywhere, except in broader campaigns where searchers seemed to need more product detail. Rather than revise the standard page again, I proposed building a dedicated feature-focused page to close that gap, and pushed to test it directly against value. I built both pages end to end — copy, visuals, animation, and a comparison chart sourced from competitor data — and flagged a tracking risk before launch. Working with our Demand Gen lead, who ran the test across seven campaign segments, the value-focused page won every segment on conversion rate and cost. The result still shaped my thinking months later, in a debate over STACK’s next homepage direction.
