How OurRitual Improved Conversion Rate and Reduced Costs with BetterFunnel

OurRitual, a relationship support service, struggled with their Google Ads ROI due to a static homepage. We implemented a multivariate testing system creating dynamic landing pages tailored to specific audiences using AI. This led to a 14% decrease in cost per conversion for couples therapy and a 38% decrease for infidelity recovery, significantly improving their ROI.

"Betterfunnel allows us to quickly test new audiences with highly relevant landers which have yielded amazing results compared to a generic landing page. Plus, the implementation and creation of the landers couldn’t be easier and saves hours of dev time."

Who is OurRitual?

OurRitual is a service that helps people and couples navigate relationship challenges. They offer flexible programmes that fit different lifestyles and schedules, using the latest scientific techniques.

Their approach mixes in-person sessions with tools like videos, journaling, and an app, creating a supportive environment to help strengthen relationships.

The Challenge

OurRitual reached out to us because they were spending a good chunk of their budget on Google Ads but weren't seeing a solid return on investment.

Part of the issue was that all their traffic was funnelling into a single Google Ads campaign that directed people to a static homepage. But the reality is that people come to OurRitual for different reasons.

Having just one homepage makes intent-alignment difficult—that's the ability to align your homepage with what visitors are actually looking for. When you only have a single homepage, you have to focus on what you think will drive conversions the most, which means other important aspects of your business might get pushed aside to different parts of the site.

One way to tackle this is by creating extra pages for each type of customer, but setting up multiple pages on a website can be a lot of work. It involves designers, coders, content writers, and tech teams, and can take hours, days, or even weeks to implement.

Simply put, the inflexibility of OurRitual’s homepage meant they were missing out on customers, and this was negatively impacting their ROI.

OurRitual came to us to ask if we could provide a solution.

The Solution

We started by getting OurRitual's brand and assets into our system and applying them to our multivariate testing setup. This is where we create a Dynamic Page that uses AI to constantly check where visitors are coming from and show them different page elements and layouts, even making real-time tweaks based on the data. You don’t need a big team to create and manage extra web pages for every part of your business, since these dynamic pages automatically adjust to each visitor.

For OurRitual, we linked their ad account to our system, which allowed us to dive into all their campaigns, ads, and keywords. From there, we created what we call a multivariate landing page—these are page variations made for specific audiences and targeted using keyword groups or the phrases used in ads, ensuring visitors find exactly what they were looking for when they landed on the page.

Infidelity Variant. Achieved a 38% reduction in cost per conversion.

Couples therapy Variant. Got a 14% reduction in cost per conversion.

After that, we ran a Google Experiment test, splitting the traffic 50/50 between the original static homepage and the new dynamic page, and checked out the results.

We think the results speak for themselves. In just two weeks, OurRitual was getting more traffic, and its ROI was significantly improving.

The Results

Speed

The first thing to note is how much better the multivariate landing pages perform when compared to the static homepage.

Google Page Speed Performance Comparison, Old vs New.

Our Dynamic Page loaded 3 seconds faster than the static page, going from 4.5 seconds down to 0.9.

But while the extra speed made a difference, the real impact on ROI actually came from how the multivariate landing page cut down the Cost Per Conversion.

Cost Per Conversion

Instead of going through data on every group of visitors to the multivariate landing pages, let’s keep it simple and focus on just two groups that really represent the overall results: people interested in Couples Therapy and those looking for help to recover a relationship after Infidelity.

- For people looking for Couples Therapy, the conversion rate went up by 13%, and the cost per conversion dropped by 14%.
- For those needing help after infidelity, the Click-Through Rate (CTR) bumped up by 11%, and the cost per conversion fell by 38%. That also means a 7.4% drop in the cost per click.

Conclusion

The trial showed that by focusing on specific demographics and using our multivariate testing system, OurRitual could really boost its return on investment. They saw better click-through and conversion rates while bringing down costs per click and cost per conversion.

After the success of the trial, OurRitual switched all its web traffic to the dynamic page we created for them.

So, if you’re ready to join OurRitual and supercharge your conversion rates by transforming your ad clicks into valuable customers with AI-powered, personalized landing pages that adapt in real-time, get in touch!