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Trust-led landing page testMission · Increase qualified pipeline by 20%Decision · Prioritize trust-led landing pages over demo volumeOwner · Sofia AlvarezdraftReview · 2026-09-01
draft

Trust-led landing page test

If we replace feature-led landing pages with trust-led pages for paid mid-funnel traffic, SQL rate will rise from 12% to ≥18% within 6 weeks.

active

CAC channel reallocation

Shifting 20% paid budget from broad to high-intent keywords reduces CAC without win-rate loss.

Experiment builder

Hypothesis
If we replace feature-led landing pages with trust-led pages for paid mid-funnel traffic, SQL rate will rise from 12% to ≥18% within 6 weeks.
Assumption being tested
a1
Baseline
12% SQL rate
Primary success metric
SQL rate from landing page conversions
Secondary metrics
Form fill rate, CAC, Sales cycle length
Target threshold
≥18% SQL rate
Time period
6 weeks
Audience
Paid mid-funnel US visitors · ICP match
Test / control
50/50 paid mid-funnel traffic
Stopping condition
SQL rate <10% after 3 weeks or budget overrun >20%
Estimated cost
$42,000
Risk
Temporary MQL volume decline

Human and AI responsibilities

  • Human judgment
    Interpret SQL quality · approve creative
  • AI execution
    Draft variants · implement pages · configure tracking
  • Human approval points
    Copy · design · tracking · launch
  • Data collection
    Analytics agent + HubSpot
  • Final interpretation
    Decision owner + mission owner

Experiment preview

If we do trust-led landing pages for audience paid mid-funnel US ICP visitors, metric SQL rate should change from 12% to ≥18% because assumption trust signals raise SQL quality is true.