One landing page swap cut cost per conversion by 89%.
Every ad was sending B2B buyers to a homepage built for both consumers and businesses. We built one page for one audience — and the same ad spend started converting.
The Problem
Good ad spend, wrong front door.
Office Design KZ is the only official Herman Miller dealer in Central Asia. But every paid click landed on the general homepage — built for browsing consumers and B2B buyers alike.
What Changed
Same brand, same budget — one dedicated page.
Nothing about the ad targeting changed. Only the destination did.
One product photo, one soft CTA — built to browse, not to qualify a buyer.
Authority-first headline, a short qualifying form (name, employee count, project), and zero "consumer store" language.
The Approach
Three deliberate shifts.
Authority First
Led with the credential, not the catalogue
"Central Asia's official Herman Miller dealer" replaces product browsing as the opening line — the Aeron Chair anchors trust, backed by a 12-year warranty callout.
Qualify on Submission
A form that filters, not just collects
Name, phone, email, employee count, and project details — leads arrive pre-qualified instead of being sorted after a sales call.
Buyer-Matched Language
Written for a procurement manager, not a shopper
Every trace of "consumer store" copy was stripped and replaced with language a corporate office director actually responds to.
Results
The numbers, side by side.
Cost per conversion
Conversion rate
Audience match
Same ad budget. Same brand. One page built for the right buyer.
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