# +91% CVR Lift by Tailoring Pages to Visitor Intent | Headspace Case Study | Tailor AI > Headspace lifted conversion rate up to 91% with Tailor by matching landing page headlines to ad intent, then rebuilding high-intent pages as focused squeeze pages. Source: https://tailorhq.ai/case-studies/headspace [Image: Headspace]Case Study # +91% CVR Lift by Tailoring Pages to Visitor Intent Headspace ran paid campaigns across Google and Meta, but every click hit the same generic page. Tailor matched each page to visitor intent, first the headline, then the entire layout, lifting conversion rate as much as 91%. +91% Squeeze Page CVR Lift +29% Anxiety Headline CVR Lift +17% Stress Headline CVR Lift +12% Sleep Headline CVR Lift ## The Challenge Headspace pays for high-intent clicks across Sleep, Stress, and Anxiety campaigns, but every click landed on the same generic page. The promise made in the ad disappeared on arrival, and visitors had to re-orient before converting. ### Pages Did Not Match Ad Intent A single generic headline served traffic from every campaign, regardless of the specific outcome the ad promised. ### High Bounce From Paid Traffic The gap between ad message and page message drove high bounce rates on expensive, high-intent clicks. ### Limited Resources to Optimize Building and testing a dedicated page for every segment by hand was not realistic with the team and dev time available. ## The Approach With Tailor AI, every part of the page became a variable Headspace could test. They started with the headline, matching each visitor to the benefit they clicked an ad for, then went further and rebuilt the page layout itself. Control Page (Original) “Be kind to your mind” Generic brand line shown to every visitor Tailored Page (Variant) “Just 2 weeks of Headspace reduces anxiety” Keyword-matched benefit statement for the Anxiety segment **How it worked:** Tailor matched each generic headline to a targeted, keyword-matched benefit statement and ran the variants as controlled experiments. No new pages, no dev queue, and every segment tested at the same time. The same in-browser workflow then went further, rebuilding the page layout itself. “We saw immediate lifts in highly competitive markets by speaking directly to user needs.” [Image: Jaclyn DuBois] Jaclyn DuBois Manager Paid Search, Headspace ## The Results Headspace ran four experiments in Tailor. Three matched the headline to ad intent, and one rebuilt the page as a focused squeeze page. Every test reached high statistical confidence. Act 1 ### Match the message Swap the generic headline for a benefit statement that mirrors the ad each visitor clicked. #### Sleep Campaign Google SEM +12% CVR Lift Control Headline “Everyday support for a healthier, happier you” Tailored Headline “Struggling with insomnia? Try the Headspace Sleep Program, proven to help.” 20.1%22.5%High confidence over 157 days Measured in Tailor Swipe to view → [Image: Tailor dashboard experiment results for the Sleep Campaign] #### Stress Campaign Facebook +17% CVR Lift Control Headline “Be kind to your mind” Tailored Headline “Just 2 weeks of Headspace reduces anxiety” 1.1%1.3%High confidence over 157 days Measured in Tailor Swipe to view → [Image: Tailor dashboard experiment results for the Stress Campaign] #### Anxiety Campaign Facebook +29% CVR Lift Control Headline “Be kind to your mind” Tailored Headline “Just 2 weeks of Headspace reduces anxiety” 1.3%1.7%High confidence over 157 days Measured in Tailor Swipe to view → [Image: Tailor dashboard experiment results for the Anxiety Campaign] Act 2 ### Remove the distractions For high-intent brand traffic, strip the page down to a squeeze page. No nav, no competing links, one clear path to subscribe. #### Brand Squeeze Page Google · Brand US +91% CVR Lift Control Page Full landing page with top navigation, footer links, and related content. Squeeze Page Navigation and competing links removed. The page focuses entirely on the subscribe CTA. 3.4%6.6%High confidence over 118 days Measured in Tailor Swipe to view → [Image: Tailor dashboard experiment results for the Brand Squeeze Page] ## Fast insights enable rapid iteration Connecting specific user issues (Sleep, Stress, Anxiety) to a customized solution on arrival consistently maximized ad spend efficacy across channels. Higher conversion rates, improved user trust, and faster iteration compound into maximized ad spend. ## Test Setup 5+ Distinct Intents CVR Primary Metric 157 Days Measured 2 Ad Channels ## Run this play on your own pages See how Tailor matches each ad's promise to the landing page. Enter your domain for a live preview, no setup required. Scan your ads & pages Short on time? [Book a demo](https://calendly.com/albert-tailorhq/30min) and the Tailor team will set up the experiments, tailoring, and measurement for you.