Product Launch Page That Lifted Conversion Rate by 68%
Oakweld
Oakweld had a strong product and solid ad spend but their product launch pages were converting at just under 2%. The copy was descriptive but not persuasive -- it listed features without addressing what buyers were actually worried about before purchasing. The page had no hook, weak social proof placement, and a CTA that appeared once at the bottom.
We rewrote the page using a problem-first structure: lead with the specific frustration their buyers had expressed in reviews and in social listening data, then position the product as the resolution. We added specificity to the social proof, moved it higher on the page, and introduced a risk-reversal element that had previously not been on the page at all. Three headline variants were tested over 30 days.
Conversion rate moved from 1.9% to 3.2% over the 30-day test period. The control headline from variant B became the permanent version.
Onboarding Sequence That Improved Trial-to-Paid Conversion by 31%
Routeflow
Routeflow had a 14-day free trial with a single follow-up email on day 7 and a cancellation reminder on day 13. Most users who signed up and did not convert within the first three days dropped off without ever reaching the aha moment in the product. The issue was not the product -- it was that nothing in the communication sequence was guiding users to it.
We wrote a 7-email sequence built around the specific actions that differentiated converting users from non-converting users according to their product analytics. Each email addressed one decision point: getting a first route built, understanding the dispatch view, and activating mobile tracking for field teams. We removed all generic onboarding language and wrote every email from the perspective of someone who understood the product.
Trial-to-paid conversion increased from 17% to 22.3% in the first month. The sequence has run with minor updates for two years since.