Customized landing page for paid traffic: Houzz's A/B test

The bottom line

Houzz raised free trial starts by 5% by sending paid traffic to a dedicated landing page focused only on 3D floor plans. The page matched what paid users came for, which had been converting worse than other traffic.

Key takeaways

• Paid traffic converted worse than other traffic, so Houzz built a page just for it. A generic page did not fit what paid users wanted.
  • The gap in conversion rate was the problem the test set out to fix.
• The new page focused solely on 3D floor plans. One clear offer matched the intent of paid users.
  • Headers and additional information were removed to cut distractions.
• The change lifted free trial starts by 5%. It shows that tailoring a page to traffic intent can improve conversions.

The test

Houzz tested a stripped-down, single-topic landing page for paid users to close their conversion gap.

• Paid traffic had a lower conversion rate than other traffic.
  • Houzz wanted the page to better align with the intent of paid users.
• The new page was dedicated to 3D floor plans and nothing else.
  • All distractions were removed, including headers and additional information.

The result

The focused page produced a 5% increase in free trial starts.

• The metric that moved was free trial starts.
  • The increase was 5%.