01 · Paid Search
One template, tested in every state.
Every state runs its own paid campaign against a shared landing page. The redesigned template was tested across all of them. The few that dipped had no deadline that month.
Simplified hierarchy
State info surfaced sooner
Message match to ads
Clearer CTA
Shorter path to convert
| State | Original CVR | New CVR | Change | |
|---|---|---|---|---|
| Kentucky | 1.37% | 3.62% | +164.1% | |
| Kansas | 2.65% | 4.36% | +64.5% | |
| New York | 0.92% | 1.42% | +54.8% | |
| Florida | 2.33% | 2.79% | +19.8% | |
| Missouri | 3.25% | 3.54% | +8.6% | |
| Utah | 2.90% | 3.00% | +3.1% | |
| Pennsylvania | 3.19% | 2.48% | −22.4% | |
| West Virginia | 6.82% | 3.53% | −48.2% | |
| 6 improved · 2 declined · a sample of the state pages tested | ||||
The losses
West Virginia and Pennsylvania went down. Both were already converting well, and both were tested in a month with no deadline coming up, so fewer visitors were ready to sign up.
The wins
Kentucky and New York improved the most. The new page added a box in the top corner showing exactly what that state requires, with quick links to it, so visitors found what they needed right away.
What changed after
The states that improved kept the new page. The ones that dropped were tested again in a month with a deadline, instead of being judged on one slow month.
