Landing Page Optimization — 2026-03-17

Overview

During the ^[1], Mark and Sebastian identified a high cost-per-conversion problem in Cordwainer's Google Ads account. The root cause was traced to ad traffic being sent to the homepage rather than a dedicated, conversion-optimized landing page. A replacement landing page was already in design at the time of the call.

Problem

Cordwainer's Google Ads campaigns were generating clicks (279 interactions noted during the call) but converting at a low rate, resulting in an unusually high cost per conversion. The account was configured to maximize for conversions, but the destination URL pointed to the homepage — a general-purpose page not designed to drive a specific conversion action.

Root Cause

Sending paid traffic to the homepage is a common source of poor conversion rates. The homepage serves multiple audiences and goals, lacks a focused call to action, and typically underperforms compared to a purpose-built landing page aligned to the ad's intent and audience.

Resolution

A dedicated landing page was in active design at the time of the call. The design team had deprioritized it in favor of internal site work that week, with delivery expected by the following Monday (~2026-03-24).

Once live, ad traffic should be redirected from the homepage to the new landing page. Expected impact: improved conversion rate, lower cost per conversion, and better Quality Score.

Status at Time of Call

Action Items

• [ ] Design team to deliver Cordwainer landing page by ~2026-03-24
• [ ] Update Google Ads destination URLs to point to new landing page once live
• [ ] Monitor conversion rate and cost per conversion after redirect

Related

• ^[2]
• ^[3]