Google Ads Landing Page Analysis

⚠️ Critical Finding

The homepage converts 27.6% BETTER than /start-your-case

Homepage: 17.15% conversion rate
/start-your-case: 12.42% conversion rate

Despite /start-your-case receiving 6.4x more traffic, it's underperforming on conversions.

📊 Landing Page Performance Comparison

📅 Timeline Analysis

Landing Page	Clicks	Conv	Conv Rate	Cost/Conv	CTR
/start-your-case	3,117	387.11	12.42%	$16.80	2.66%
Homepage	487	83.50	17.15%	$17.10	1.27%
www.ezylegal.com.au/	34	7.00	20.59%	$16.61	7.51%
/family-law/	35	4.00	11.43%	$81.73	3.66%
/debt-contract-disputes/	8	0.00	0.00%	-	6.45%

When Did the Switch Happen?

Dec 18, 2025 /start-your-case became dominant

Feb 4, 2026 Last day homepage dominated

Mar 11+ 100% /start-your-case

Key observation: From Dec 18 onwards, /start-your-case has been the primary landing page. However, homepage ads continued running sporadically until Feb 4, and occasionally through Mar 10. Since Mar 11, all traffic goes to /start-your-case.

💡 Key Insights

1. Conversion Rate Gap

The homepage's 17.15% conversion rate vs /start-your-case's 12.42% represents a 27.6% performance gap.

Cost impact: Both pages have similar cost per conversion (~$16.80-$17.10), but /start-your-case requires 38% more clicks to achieve the same conversions.

2. Traffic Distribution

3,117 Clicks to /start-your-case

487 Clicks to homepage

78 Clicks to other pages

/start-your-case receives 84.2% of all clicks, homepage gets 13.2%, other pages 2.1%.

3. www vs non-www Homepage

Interestingly, the www.ezylegal.com.au/ variant (34 clicks) converts at 20.59% — even higher than the non-www homepage (17.15%). Small sample size, but worth noting.

🚨 Hypothesis: Why Homepage Converts Better

Possible Reasons

Trust signals: Homepage likely has more social proof, testimonials, brand positioning
Context setting: Explains what ezylegal is before asking users to start a case
Choice architecture: Multiple CTAs and service options vs single "start your case" flow
Commitment gradient: Homepage allows browsing before committing to the assessment
Ad-to-page match: Ad copy may promise broader information that homepage delivers better

This Aligns With Your Core Problem

You mentioned: "customers enter the system but don't fully commit — we're spending lawyer time on cases that go nowhere."

The /start-your-case page may be driving lower-intent leads. They click through because the barrier feels low, but they're not actually ready to commit. The homepage filters better — people who convert from it are more qualified.

📋 Recommendations

Immediate Actions

1. Run a controlled A/B test

Split traffic 50/50 between homepage and /start-your-case for 2-4 weeks
Measure not just conversion rate, but case completion rate and paid-case rate
If homepage still wins on quality leads, consider reverting primary landing page

2. Add pre-qualification to /start-your-case

Before the AI assessment starts, add trust elements (testimonials, "2,000+ Australians trust ezylegal")
Add a "Is this right for you?" qualifier (e.g., "Do you have a legal issue you're ready to resolve?" with Yes/No)
Show expected process and timeline upfront to set commitment expectations

3. Audit ad copy alignment

Review ad copy for campaigns sending to /start-your-case
Ensure messaging doesn't over-promise "instant answers" or "free legal advice" — these attract browsers, not buyers
Test copy that emphasizes "fixed-fee resolution" and "complete legal service" vs "free assessment"

4. Track post-conversion quality

Tag conversions by landing page in PostHog
Measure: Case started → Lawyer assigned → Payment received → Case resolved
Determine if homepage converts fewer people but higher-quality leads

📈 Projected Impact

If Homepage Conversion Rate Applied to All Traffic

387 Current conversions

→

534 Potential conversions

+38% Uplift

If /start-your-case matched homepage's 17.15% rate, you'd gain +147 conversions over 90 days (1.6/day) with no additional ad spend.

However: Higher conversion rate only matters if those conversions become paying cases. The real question is lead quality, not just quantity.

🎯 Next Steps

Confirm tracking: Ensure PostHog is capturing landing page + case completion data
Run A/B test: 50/50 homepage vs /start-your-case for top 3 campaigns
Measure full funnel: Track which landing page produces more paid cases, not just conversions
Improve /start-your-case: Add trust elements, expectation-setting, commitment filters
Review ad copy: Ensure messaging attracts ready-to-pay customers, not browsers

🎯 Google Ads Landing Page Analysis