How PPC + CRO Decreased Unqualified Leads by 57% for Upper Hand

Last year, we shared how we helped Upper Hand increase their conversion rate and reduce cost per MQL through PPC optimization (you can read the full case here). But here’s the thing: PPC is just the first step. To truly maximize results, you need to pair it with a strong CRO strategy.

57%

reduction in unqualified leads

Challenge

While Upper Hand’s paid ads were driving strong traffic, we noticed an opportunity to further improve lead quality by optimizing the landing page experience. The existing page, which focused on business value, was effective—but we wanted to better align with the mindset of top-of-funnel users.

Through data analysis, we discovered that users who engaged with pages highlighting product features were more likely to convert. This insight became the foundation for our experiment.

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Solution

We designed a new landing page specifically for paid traffic, built around:

✅ A clear value proposition

“One Platform for Everything” – instantly communicating the product’s versatility.

✅ Feature-focused storytelling

We prioritized the most impactful functionalities at the top, based on heatmap data and user behavior

✅ Trust-building elements

Testimonials, client logos, and awards to reinforce credibility.

✅ Intent-driven design

We moved the form to the bottom, allowing users to explore and build confidence before taking action.

Results

A 57% reduction in unqualified leads compared to the previous period
A more intuitive user journey that maximized the value of every click

Paid ads bring the audience, but a thoughtfully crafted experience ensures they stay, engage, and convert.

Huge thanks to the Upper Hand team for their trust and collaboration. Together, we’ve proven that when you combine the right strategy with execution, the results are transformative. 💡

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