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LUUX Media
Thomas House, 

84 Eccleston Square, 

London SW1V 1PX
View on map
+44 2071172924
hello@luux-media.com

LUUX Media
Thomas House, 

84 Eccleston Square, 

London SW1V 1PX
View on map
+44 2071172924
hello@luux-media.com

Optimising landing page design to increase lead quality and reduce acquisition costs

0 %

Increase in Leads

0 %

Increase in Qualified Leads

0 %

Reduction in cost-per-qualified lead

  • 0 %

    Increase in Leads

  • 0 %

    Increase in Qualified Leads

  • 0 %

    Reduction in cost-per-qualified lead

    The Challenge

    Smallbone had recently updated their landing page to align with new branding and to share more comprehensive information on their full range of luxury kitchens. Whilst the new page showcased much more of their products and features, it saw reduced conversion rates, increased acquisition costs and fewer qualified leads.

    The Challenge

    Smallbone had recently updated their landing page to align with new branding and to share more comprehensive information on their full range of luxury kitchens. Whilst the new page showcased much more of their products and features, it saw reduced conversion rates, increased acquisition costs and fewer qualified leads.

    The Solution

    Creative
    We identified that the performance drop was likely due to cognitive overload - the page had become feature-heavy and essentially functioned as an online brochure, giving away all information without incentivising users to make an enquiry. We simplified the design and updated the messaging to be more emotive and benefit-led. We also introduced offline Google conversion integration, assigning proxy values to leads based on quality that allowed Google Search campaigns to optimise towards lead quality rather than just volume.

    The Solution

    Creative
    We identified that the performance drop was likely due to cognitive overload - the page had become feature-heavy and essentially functioned as an online brochure, giving away all information without incentivising users to make an enquiry. We simplified the design and updated the messaging to be more emotive and benefit-led. We also introduced offline Google conversion integration, assigning proxy values to leads based on quality that allowed Google Search campaigns to optimise towards lead quality rather than just volume.

    The Results

    Despite 13% lower spend, brochure downloads increased by 28% whilst qualified leads increased by 79% with a 73% reduction in cost-per-qualified lead. The offline conversion integration enabled Google's algorithm to optimise towards lead quality, resulting in more efficient spend allocation and better targeting. The streamlined design proved that reducing cognitive overload and focusing on enquiry generation rather than product showcasing can dramatically improve conversion performance for luxury brands in paid advertising environments.

    The Results

    Despite 13% lower spend, brochure downloads increased by 28% whilst qualified leads increased by 79% with a 73% reduction in cost-per-qualified lead. The offline conversion integration enabled Google's algorithm to optimise towards lead quality, resulting in more efficient spend allocation and better targeting. The streamlined design proved that reducing cognitive overload and focusing on enquiry generation rather than product showcasing can dramatically improve conversion performance for luxury brands in paid advertising environments.
    “We noticed a significant improvement in lead quality with LUUX’s hyper-targeting strategies over wider performance marketing methods.”

    Bob Moore

    COO, Smallbone

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