# SMS API product page redesign: +12% visit-to-lead conversion

- Outcome: Won
- Page type: Landing page (SaaS)
- Elements: Hero & above-the-fold section, Trust logos, Value proposition
- Test run by: [Bandwidth](https://liftarchive.com/practitioners/bandwidth/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/bandwidth/
- Page: https://liftarchive.com/test/bandwidth-sms-api-page-redesign/

Bandwidth's redesigned SMS API product page lifted visit-to-lead conversion by 12%. Bandwidth's own web team ran the test, and it was published as a VWO case study. Several changes shipped together, including a new hero, customer logos and sharper value messaging, so no single element gets the credit.

## Result

**+12% visit-to-lead conversion**

- Visit-to-lead conversion: +12% for the redesign.
- The test ran about 60 days with roughly 3,500 visitors split 50/50.
- Bandwidth rolled out the design and began moving other product pages to the same template.
- No confidence level was shared, and with about 1,750 visitors per side a 12% lift may not be statistically solid.

## Control

The original SMS API product page.

## Variant

A redesigned page with a better hero image and tighter copy, customer logos as social proof, and a clearer statement of what Bandwidth offers.

## Why it likely won (our reading)

- Developer and B2B buyers look for proof that other companies trust an API. Customer logos give that proof fast.
- A stronger hero and shorter copy make the offer clear above the fold, before visitors decide whether to scroll.
- A clearer value proposition helps visitors see why this API over the alternatives.

## Caveats

Bundled redesign with several changes at once. Small sample (about 3,500 visitors over about 60 days) and no significance level shared.

## How to run this test

- Hypothesis: If we sharpen the hero, add customer logos and state the value proposition plainly on our product page, then more visitors will become leads because they understand the offer and trust it faster.
- Primary metric: Visit-to-lead conversion rate
- Guardrail: Lead quality (sales-qualified rate)
- Guardrail: Demo or contact form completion rate
- Guardrail: Time on page
- Who should test it: B2B and API companies with product pages that drive demo or contact requests. With low traffic, expect a long test; if you can't reach a few thousand visitors per variant, consider qualitative research first.

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Credit: Bandwidth ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/bandwidth-sms-api-page-redesign/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.