Underpinned | Publicover&Co Case Study

Conversion Kit with huge results

sales page refresh, ads & comms update

The Challenge

Underpinned came to us with a clear challenge. They had tons of web traffic and a high click through rate on their social ads.

But conversions were low—and getting lower every day.
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We suspected there was a communication gap between the language in the ads and what the landing page delivered—that, or a challenge in the actual buying process. We couldn’t wait to dig in.

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The Process

We began with a usability study on the current language—we rounded up several target customers and tested the ads and website with them. Immediately we found the language (successful with capturing investors’ interest) wasn’t suited for the customer. We also found that the ideal user had much less experience than the customers who were reacting to the ads, so the explanations would need to be much more simplified in order for them to know they’d come to the right place.

And, in true P&Co fashion, we wanted to slash that copy by a third at least.

We rewrote the landing page, helped the team implement a fresh new design and launched with updated ad copy & creative.

The Results

With the research & rewrites, we brought the conversion rate from 0.8% to 8.7%, a cost per signup from £119 to £37 and predicted cost per acquisition from £220 down to £25—approximately the cost of 1 month of membership to Underpinned.

The impact of the updated language touched every team at Underpinned, from marketing and sales to customer success and even the investor pitch. We are embarking on more work that will continue to shape the communications and sales of Underpinned and we’re so excited!