One layout change lifts paid search conversions 50%

The client

Placemakr is a tech-enabled hospitality brand that blends apartment living with hotel services, offering flexible stays from one night to several months. Its digital experience plays a central role in shaping expectations and driving bookings.

The challenge

High-intent visitors were bouncing from the Locations page before seeing available properties. The brand value section took top billing and pushed listings below the fold, forcing users, especially on mobile, to scroll before they could start shopping. Heatmaps, paid search performance and bounce rates all pointed to the same friction.

The solution

The results

Add-to-cart rate rose 20% across all traffic at 90% confidence, and paid search, the most valuable segment, converted 50% better. Hero CTA clicks fell 25% at 99% confidence as users went straight to listings, while bounce rate stayed neutral. Returning users also showed a directional 42% conversion lift.

Tools & stack

Original project by Directive ↗ — published by the delivering agency, included here as an industry reference.