Problem
Problem
WP Engine needed to increase new customer acquisition from migrations. The challenge: developers were satisfied with their current host, and performance claims had become commoditized — creating high inertia and low conversion intent.
WP Engine needed to increase new customer acquisition from migrations. The challenge: developers were satisfied with their current host, and performance claims had become commoditized — creating high inertia and low conversion intent.
Solution
Solution
We built a concept-led performance system grounded in primary research that identified time, effort, and operational drag as the strongest switching triggers.
One unifying idea: A Smarter Way to WordPress
Funnel-specific creative with clear roles (awareness ≠ conversion)
Intent-driven CTAs introduced only when earned
Ad messaging mirrored on landing pages to reduce drop-off
Creative, media, and landing experience were designed as one system, not separate deliverables.
We built a concept-led performance system grounded in primary research that identified time, effort, and operational drag as the strongest switching triggers.
One unifying idea: A Smarter Way to WordPress
Funnel-specific creative with clear roles (awareness ≠ conversion)
Intent-driven CTAs introduced only when earned
Ad messaging mirrored on landing pages to reduce drop-off
Creative, media, and landing experience were designed as one system, not separate deliverables.
Results
Results
+30% lift in CTR vs prior brand creative, improving qualified traffic into the funnel
+20% higher video view rates at TOF, increasing retargetable audiences
+18% lift in conversion rate on migration-related actions at BOF
Lower cost per signup driven by message-to-landing-page alignment
+30% lift in CTR vs prior brand creative, improving qualified traffic into the funnel
+20% higher video view rates at TOF, increasing retargetable audiences
+18% lift in conversion rate on migration-related actions at BOF
Lower cost per signup driven by message-to-landing-page alignment
TOP OF FUNNEL
TOP OF FUNNEL
MIDDLE OF FUNNEL
MIDDLE OF FUNNEL
BOTTOM OF FUNNEL
BOTTOM OF FUNNEL
BOTTOM OF FUNNEL
MIDDLE OF FUNNEL
