A Landing Page Test Saved Just Safe's Lead Program from a Costly Redesign
- Paid Social
- Programmatic
The challenge
Just Safe needed to grow its supporter pipeline through paid media, but had no data confirming whether its lead generation landing page was actually the right one to keep running.
The results
A controlled landing page test cut cost per lead to $7.04, 32 times cheaper than the $224.76 cost per lead from the page under consideration to replace it.
-
$7.04
Cost per Lead
The proven lead generation landing page held this cost per lead during a month-long head-to-head test.
-
32x
Cost efficiency gap
The existing landing page outperformed the newly tested design by this margin on cost per lead.
-
6 straight months
Lead campaign outperformance
From March through August 2026, Just Safe's Lead campaign beat its Direct-to-Donate campaign on CTR and cost per click every month on Meta.
A growing supporter base needed a media engine built to scale
Just Safe entered 2026 with a rebrand and a mandate to grow its base of supporters fast. The organization needed a paid media program that could run at volume across Meta and programmatic display, generate a steady flow of new leads, and hold up as spend increased month over month.
The open question wasn't whether the campaigns could drive traffic. Impressions and clicks were never the constraint. The real risk sat one step further down the funnel: would the landing page experience convert that traffic into actual leads, or would a new design that looked better on paper quietly cost the program a fortune.
Cordelia Labs ran the program as an extension of the team, then tested before assuming
Cordelia Labs built and managed Just Safe's Meta and programmatic campaigns as an extension of the client's existing team, running parallel Lead Generation and Direct-to-Donate structures so each could be optimized on its own terms. Creative testing across fingerprint, stats, and video formats identified Video as a consistent top performer, at one point reaching a 20.26% click-through rate.
When a new landing page design came up for consideration, the team ran a month-long controlled test rather than swapping it in on instinct. Spend was split evenly between the existing lead generation page and the proposed replacement, and cost per lead settled the question.
The existing page won by 32 times, and that answer was worth more than a redesign
The test wasn't close. The proven landing page generated leads at $7.04 each. The new design generated leads at $224.76 each, more than 32 times the cost for the same spend and the same audience. Without the test, that gap would have shown up as a silent drain on next quarter's budget instead of a decision made in four weeks.
Layered on top of that result, Just Safe's Lead campaign beat its Direct-to-Donate campaign on cost per click and click-through rate in every reporting month from March through August 2026, giving the organization a repeatable, budget-efficient way to keep growing the supporter base it needs to advance its mission.
About the client
Just Safe
Just Safe is a criminal justice advocacy organization working to move communities away from incarceration and toward solutions that prevent harm, support crime survivors, and strengthen neighborhoods. Its paid media program exists to build a pipeline of new supporters who will back that shift.