Landing pages per audience and benefit-led copy: +118% revenue
Test run byAGConsultCRO agency
Commentary byLiftArchiveOur analysis, not theirsYoast's revenue rose 118% and transactions 83% after a year of research and A/B testing by AGConsult, built around separate landing pages for each audience and benefit-led copy.
The staged data also reports a 62% higher conversion rate.
These are program results that bundle many changes and tests, so no single change can claim them.
- Revenue: +118% after one year, with no extra ad spend according to the source.
- Transactions: +83% over the same year.
- Conversion rate: +62% (from the staged data; the source page does not repeat this figure).
- These are year-long program numbers, not the result of one split test. Other tests likely played a part.
The change
One generic page replaced by audience-specific pages with benefit-led copy
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
One product page for the Yoast SEO plugin served every visitor. The copy listed features, and many visitors couldn't tell what Premium added over the free version.
Variant
Separate landing pages for WordPress beginners, free-plugin users and web professionals, each with copy for that group. Feature lists were rewritten to say what each Premium feature does, when you need it and how it helps. Several versions were A/B tested.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Beginners, free users and professionals have different questions. A page aimed at the average visitor answers none of them well.
- Free users weighing an upgrade need to see what they gain. Benefit copy does that work for them, where a feature list leaves it to the reader.
- A year of steady testing compounds. Many small wins add up, which is likely part of why the total is so large.
Caveats: Program-level result over a year of research and A/B testing. The changes were bundled and other tests likely contributed, so this is not a single split-test result. Sample sizes are not shared.
Who ran it
AGConsult ran this test and published the results (AGConsult case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on AGConsult →
How to run this test on your site
- Hypothesis
- If we give each audience its own landing page and explain paid features as benefits, then more visitors will upgrade because each one sees the answer to their own question.
- Primary metric
- Paid upgrades per visitor
- Guardrails
- Free sign-ups or downloads
- Refund rate
- Support tickets about plan differences
- Who should test it
- Freemium SaaS and plugin businesses whose single product page serves very different groups, such as beginners, existing free users and agencies. If your traffic is one narrow audience, splitting pages will add little.
Questions
Should a SaaS product have separate landing pages for different audiences?
It helps when the audiences arrive with different questions, such as beginners versus professionals.
Route each group from its source, like an ad, email or in-app link, to a page that speaks to it.
What is benefit-led copy?
Copy that says what a feature does for the user and when they need it, not just what it is.
It saves the reader from working out the value alone.
How do I get free users to upgrade?
Make the gap between free and paid concrete.
Show what the paid plan lets them do that they can't do now, in their own terms.
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