The goal
The landing page needed to support both leads and purchases.
At DentalPlans.com, I optimized a landing page focused on insurance-related search terms as part of the company’s ecommerce conversion strategy. Performance was measured through leads captured, units sold, and revenue generated.
The approach
Because the product was a dental savings plan, the page needed to make the financial benefit easy to understand quickly.
I used direct, punchy language centered on the outcome customers cared about most: saving money.
Phrases such as “Show me the savings” and “Show me the money” made that benefit prominent and gave the page a more immediate, conversational tone.
The goal was not to make visitors decode product features. It was to connect the offer quickly to a simple question already on their mind:
How much can this save me?
Another important part of the strategy was reducing uncertainty by creating a familiar, consistent journey from the advertisement to the landing page, through the website, and into the cart. Messaging, visual cues, and next steps were designed to feel connected rather than forcing customers to repeatedly reorient themselves.
The thinking was similar to walking into a familiar supermarket: even in a different location, the experience behaves largely as expected. That familiarity reduces the effort required to understand where you are and what to do next.
Every unnecessary change in context forces the customer to relearn the experience. Consistency preserves purchase momentum.
For the landing page, that meant using message match, familiar interaction patterns, clear hierarchy, and consistent cues throughout the purchase journey so customers could focus on evaluating the offer instead of figuring out the interface.
Leads, units sold, and revenue were tracked separately because they answered different business questions.
The result
The new landing-page strategy produced a substantial and durable improvement in performance.
Lead capture increased by 84%, while units sold increased by 25%. Over the following 12 months, the page generated approximately $3.3 million in revenue.
The experience also proved difficult to outperform. Over roughly the next four years, additional tests and alternative approaches did not produce a stronger-performing replacement.
That longevity mattered. This was not a short-lived test win. The underlying strategy continued to perform as new ideas were tested against it.
The $3.3 million represents revenue generated through the landing page during that 12-month period, not $3.3 million in incremental revenue attributed solely to the redesign.
What this means for your landing pages
Decide what a landing page needs to contribute to the business before deciding how to measure it.
For ecommerce, that may mean looking at both leads and purchases. For a service business, it could mean enquiries, booked appointments, qualified opportunities, and the revenue those opportunities eventually produce.
The lesson I carry forward is to look beyond the first conversion. More form submissions can be encouraging, but they only tell you part of the story.
Do you know what your most important landing page is actually contributing to the business?
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