Headline Copy A/B Test

Case Study

Who is Perma Pier?

For over 20 years, Perma Pier Foundation Repair has offered customized, science-based foundation repair for residential, commercial, home builder, and real estate needs. Offering services in Austin, Dallas, Fort Worth, Houston, and San Antonio, Perma Pier understands the geology of Texas and the broad range of problems they can cause, and that there is no “one size fits all” for foundation repair.

Challenges

Perma Pier's landing page for Foundation Repair in Austin was created by a previous agency in July 2022 and has not been optimized until bringing on the Black Propeller. After research and planning, the Black Propeller team found that these pages used generic language and did not speak to target audience or the emotion behind the decision to get their foundation repaired. The client also reported high lead volume, with a large majority of leads bring unqualified. They wanted Black Propeller to come with solutions for increasing quality leads during their busy season.

Solutions

In order to better speak to Perma Pier's target audience (homeowners in Texas, Males & Females, Age 30+, home value range between $350k - $1.5 million), the performance creative team worked with the paid search team to come up with a new headline to speak to emotional decision making. Since we know that having a home of great value is a long-term investment and it's important to keep it in great shape, we came up with the headline "Protest Your Investment From Damage." Speaking to the target audience has the added benefit of increasing quality leads through messaging.

Results & Impact

Using the existing landing page as the control or "champion" variant, the performance creative team created a test or "challenger" variant where only the headline was changed to run against the champion variant. After 4 weeks of running the test, the team saw a 2% conversion rate for the champion variant and a 12.96% conversion rate for the challenger variant. With a confidence score of 96.39%, our team was confident that the challenger variant outperformed the champion variant. We saw a huge 548% lift in conversions, leading us to believe that the audience was resonating with the new headline and it was a decision maker that led them to convert. During this test, all 7 leads that converted on the challenger variant were qualified, with two leading to booked jobs.

Let's Push Past The Ordinary, Together.

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