How Better Landing Pages Increased Newton Software's Conversion Rate by 81%
Background
Newton Software is a software provider for the real estate and construction industry, offering four product suites that support construction project management, estimation, and CRM. The company primarily serves owners and senior decision-makers, including CEOs, CFOs, CTOs and IT Heads of construction companies managing five or more active projects across Mumbai, Pune and Gujarat.
Google Ads was the primary customer acquisition channel, with the objective of generating a consistent flow of qualified enquiries from construction companies while maintaining an efficient cost per lead.
The Challenge
Google Ads was generating enquiries, but the client reported that lead quality was poor and costs were too high. The underlying issues stemmed from an ineffective landing page experience and insufficient keyword segmentation.
The landing pages were the primary source of inefficiency within the acquisition funnel. Poor value communication, weak information hierarchy and an ineffective user experience resulted in high user drop-off, limiting conversion rates despite attracting relevant search traffic. The poor landing page experience also contributed to lower Quality Scores and Ad Rank, reducing the account’s ability to compete efficiently in Google Search.
The account also contained a large number of keywords with distinct search requirements, but the account structure lacked appropriate keyword segmentation. Search demand was not being narrowed down to the highest-performing themes or matched with the product modules that best suited each requirement. This meant users were often exposed to less relevant product communication, resulting in poorly informed and lower-quality enquiries.
The Approach
Search demand was first analysed using historical keyword and search-term performance to identify the most relevant and consistently performing search themes. These keywords were then shortlisted and organised into focused ad groups based on the product areas most relevant to each theme. Ad communication was developed around these groups to make the search-to-ad experience more specific and relevant.
The landing pages were then completely redeveloped from scratch around these themes. The focus was on clearly communicating the product’s value proposition, improving the information hierarchy and user experience, strengthening message match with the ads, and creating a clearer path to conversion. The result was a complete transformation of the landing page experience, addressing the factors that had previously contributed to user drop-off, weak landing page experience and poor conversion performance.
Results & Impact
The biggest shift was in the ability of the new landing pages to convert search traffic into enquiries. Conversion rate increased from 5.71% to 10.35%, an 81% improvement, while average monthly lead volume increased from 9.3 to 22.
As conversion efficiency improved, acquisition costs fell. Average cost per lead decreased from ₹2,230 to ₹1,048, a 53% reduction.
The impact extended beyond lead volume. The sales team reported an improvement in lead quality, with more enquiries progressing towards demos and a greater proportion of prospects matching Newton Software’s ideal customer profile.
Conversion rate
+81%
5.71% → 10.35%
Conversion rate
Cost per lead
-53%
₹2,230 → ₹1,048
Cost per lead
Avg. monthly leads
+136%
9.3 → 22 leads
Avg. monthly leads
Before: Oct–Dec | After: Jan–Feb