Value vs. Feature
PROBLEMSTACK’s free-account landing page had run unchanged and untested for years. We wanted to increase conversion rate on paid-search ad campaigns.
StrategyPartnering alongside our Demand Generation lead on paid-search testing, I proposed an A/B test on a brand new page design to see which messaging focus would gain more conversions: customer value or product features.
ExecutionI built both landing pages end to end, including copy, visuals, and animation. while collaborating with our Demand Generation lead to build audience segmentation, launch the targeted ad runs and track the results.
ResultsThe value-focused page won every one of seven campaign segments on both 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).
SummarySTACK’s free-account landing page had run unchanged and untested for years, and we wanted to see if a new approach could lift conversion rate on paid-search campaigns. Partnering with our Demand Generation lead, I proposed testing a brand-new page design against two different messaging strategies: one centered on customer value, relying on benefit statements, customer case studies, and social proof; the other on product features, focusing on STACK’s AI features and native toolset.
I built both landing pages end to end, including copy, visuals, and animation, while collaborating with our Demand Generation lead to segment the audience, launch the targeted ad runs, and track results. Across seven campaign segments, the value-focused page won on both conversion rate and cost-per-acquisition every time. In the widest-performing segment, the value page converted at nearly double the rate of the feature page, at under half the cost. The result reshaped how STACK talks to paid-search traffic and informed a larger brand messaging strategy.
