The Objective

Placemakr’s “Locations” page had strong content, but the wrong structure. Their unique value proposition (“The Placemakr Difference”) took top billing, which pushed listings far below the fold. Users had to scroll just to start shopping, especially on mobile.

That friction was slowing down their highest intent traffic. Heatmaps showed it. Paid search traffic felt it. Bounce rates proved it.

We saw an opportunity to turn behavioral signals into a tactical win without a full redesign.

The Strategy

The fix wasn’t more content. It was content in the right order.

Reordered for Intent
We moved the “Placemakr Difference” to the bottom of the page and placed the listings front and center, where users expected to find them. This matched behavior: land, scan, select.

Designed for Recall
We leveraged the Primacy Effect, a behavioral principle that shows users remember what they see first. By leading with listings, we gave users what they came for before layering in persuasive content.

Prioritized Paid Search Users
Since paid search traffic had the highest commercial intent, we optimized the page to meet them with immediacy, not explanation. This created stronger alignment between the ad click and the on-page experience.

The Results

This wasn’t just a layout win. It was strategic audience alignment.

+20%

add-to-cart rate overall (90% confidence)

+50%

lift from paid search, confirming layout alignment with highest-intent users

+42%

conversion lift among returning users (directional, low-confidence), showing returning users preferred direct paths to action

–25%

hero CTA clicks (99% confidence), proving the new layout guided users more effectively to the action they needed

Neutral bounce rate

No engagement drop, just improved flow

Why It Worked

01

Paid users converted faster

By removing friction, Placemakr got more value from every click, increasing ROI without needing more traffic.

02

Returning users skipped the sales pitch

They didn’t need to be sold. They needed access. The new layout gave them exactly that.

03

Conversion didn’t just go up. It got smarter

This wasn’t about more clicks. It was about the right ones, from the right people, at the right time.