How Optimized Landing Pages Drove a +302% Increase in Average Order Value and +155% ROAS

Murals Your Way, a well-established ecommerce brand, had long been optimized for B2C shoppers. But they began seeing growing demand from a different, and potentially more valuable, audience: interior designers, architects, and commercial buyers searching for large-scale mural solutions.

This presented a challenge many brands face but few solve well: mixed-intent search traffic.

Murals Your Way wasn’t struggling to get traffic, but they did need to figure out how to serve two distinct audiences using nearly identical search terms, without cannibalizing performance from either group.

Our client didn’t need more clicks. They needed a smarter, more intentional post-click experience without spending extra budget.

At first glance, the search campaigns were performing well. The campaigns were driving steady clicks, strong branded terms, and consistent traffic. But underneath the surface, there was growing friction.

B2C and B2B audiences were searching with similar terms, but with very different intents. Consumers wanted quick, design-it-yourself murals, while business buyers cared more about scalability, material quality, and dedicated support.

Despite these differences, both audiences landed on the same B2C-optimized website. For B2B users, the experience felt off-target.

This mismatch between search intent and landing experience led to missed opportunities, wasted ad spend, and underwhelming ROI from their highest-value audience.

The challenge that we quickly identified was that we needed to guide each audience down the right path without compromising the other.

To serve high-intent commercial searchers without disrupting B2C performance, we implemented a segmented strategy focused on post-click user experience.

Historical search data revealed specific keyword themes—like custom wall murals, vinyl wall murals, and make your own wallpaper—that consistently drove stronger business leads and higher average order values. These insights helped us isolate B2B demand and customize our efforts accordingly.

We built two custom Unbounce landing pages, each mapped to keyword groups with clear commercial intent. These pages addressed the limitations of the existing B2C-optimized site while still allowing consumers to navigate back to the ecommerce experience when appropriate.

Key elements included:

• Lead generation forms, enabling qualified B2B contact capture

• Business-oriented CTAs like “Contact Sales” and “Get a Quote,” in contrast to consumer prompts like “Shop Now”

• Messaging focused on commercial needs such as product durability, expert support, and scalable design options

The goal was to reduce friction for B2B users and guide them toward conversion paths that matched their buying behavior, without cannibalizing performance from B2C traffic.

Testing Methodology

We used Google Ads Experiments to run a 50/50 cookie-based split test, isolating the landing page as the sole variable. Performance was measured at a 95% confidence level to ensure results were statistically valid.

The campaign focused on two core objectives: lowering cost per lead (CPL) and increasing return on ad spend (ROAS) from high-intent B2B search traffic. By directing commercial users to dedicated landing pages tested against the client’s existing B2C-optimized experience, we achieved significant performance gains across every key metric.

Performance vs Control Pages:

• +56% Total Leads (115 > 179)

• -35% Cost per Lead ($202 > $130)

• +32% Sales Qualified Leads (29 > 38)

• +302% Average Order Value ($414 > $1,665)

• +156% Revenue ($10,791 > $12,671)

• +155% Return on Ad Spend (ROAS: 0.46 > 1.18)

By aligning post-click experience with user intent, we not only improved lead quality and efficiency but also drove strong increases in revenue and ROI from a previously underserved audience segment.

If your B2B and B2C buyers are getting the same experience, you’re likely losing one of them. Landing pages aren’t just decorative; they drive the decision-making process, and with better alignment comes better revenue (without needing more traffic or budget!).

You don’t have to settle for “good enough” campaign performance. If your landing page experience isn’t meeting your buyers where they are, let’s fix it.