PostclickGoogle Ads Regional internet provider

How we lifted the iLogic4G+ enquiry rate 165% by testing landing page copy

iLogic4G+ launched a new kind of regional internet service with no data on what made prospects convert. Testing two landing page approaches before scaling the ads lifted the enquiry rate 165%.

I Want Results Like This Scaled within 3 months
An iLogic4G monitoring unit installed beside a smartphone readout
165%Enquiry rate
2Landing page variants tested
3 mthsTo scale ad budgets
01

The problem

iLogic4G+ is a new business bringing internet to people in regional Victoria who can't get reliable speeds on the NBN and have been told satellite is their only option. It's a genuinely different offer, which meant nobody, including the client, yet knew which message would land with the market.

Before we expanded any campaigns, the landing page needed to be converting as well as it possibly could. Get that right first and every dollar of traffic works harder, the business gets its best cost per lead, and scaling becomes a confident decision rather than a gamble.

What we were up againstA brand-new offer with no conversion dataUnknown which message mattered most to the marketConversion rate had to be proven before scaling spend
The iLogic4G+ homepage: a bold claim for a new brand, and no data yet on what made visitors enquire.
The iLogic4G+ homepage: a bold claim for a new brand, and no data yet on what made visitors enquire.
02

What we did

We ran an A/B test on the landing page copy. Two versions went live so we could see quickly which message people connected with and which was actually driving enquiries, rather than guessing.

1Variant A, concise and localShorter headlines built around location-based terms, leading with the main benefit: some customers had seen internet speeds improve 700%.
2Variant B, technical and in-depthThe same 700% benefit, but wrapped in more detail about the technology and more technical language.
3Let the data pick the winnerEnquiries from each version told us which message the market responded to before we put real budget behind it.
4Scaled the ads on the winnerWith the page converting, budgets were increased and lead volume kept climbing.
03

The results

The results came immediately. The enquiry rate rose 165%, and over the following three months lead volume kept increasing, which let us scale the ads with higher budgets. The landing page also filtered out a high number of dead leads and spam submissions.

Testing before scaling is the order we'd choose every time. With the page proven, the next step is expanding the campaigns and pushing more of regional Victoria towards it.

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