Case Study
Case Study: PLG
AI Native Website Immediately Improved Conversions by 80%
Headline results
- +90%Total views, first full week after launch
- +80%Key events: form submissions, tour requests, and calls
- +69%Session key event rate, 3.71% to 6.28%
- 859Views of the new floor plans page, up from effectively zero
The Challenge
123PLG.com was intentionally designed as a single scrolling landing page that offered limited information but could be scrolled though easily by a mobile browser. While the site provided a basic introduction, it did not give prospects the ability to see in depth information, and it did not provide the kind of structured, content-rich experience that supports stronger search and AI visibility. We hypothesized that a multi-page website experience would better serve both prospective renters as well as AI, search, and voice engines. By enriching the content and optimizing the structure, we expected to meet our primary goals to drive more deals through the website, provide a pathway to reduce spending on Google Ads and ILSs, and create a foundation to be successful in AI search.
The Strategy
On February 23, 2026, we launched a fully restructured website that replaced the one-page experience with a content-rich multi-page architecture. The new site introduced dedicated pages for floor plans, amenities, residences, gallery, neighborhood, and contact information, and also significantly expanded the overall content on the site.
This was not a visual redesign. It was a strategic rebuild designed to improve usability, strengthen SEO, GEO, and AIO, and create clearer paths to conversion. Instead of asking visitors to scroll through one long page, the new site made it easier to move directly to the content most relevant to their personal apartment search.
The Result
The impact was immediate.
Comparing March 1 through March 7, the first full week after launch, to February 1 through February 7, the pre-launch lookback period, the new website delivered strong gains across engagement and conversion metrics.
Total views increased by more than 90 percent, rising from 1,650 to 3,140. Active users grew by more than 25 percent, and views per active user climbed from 1.58 to 2.40, showing that visitors were exploring substantially more content once they arrived.
Overall event activity also surged. Total events increased from 5,885 to 10,675, while key events (contact form submissions, tour requests, and phone calls) rose from 60 to 108, an 80 percent increase.
Session-level performance improved as well. Sessions rose from 1,320 to 1,625, and new users increased from 971 to 1,187. Most importantly, the session key event rate improved from 3.71 percent to 6.28 percent, a nearly 70 percent lift.
One week before launch, one week after
Google Analytics 4, comparing March 1–7, 2026 with February 1–7, 2026. Each pair of bars is scaled to its own metric, so the bars compare before with after — not one metric with another.
- Before launch
- After launch
-
Total views +90%
-
Total events +81%
-
Key events +80%
-
Sessions +23%
-
New users +22%
-
Views per active user +52%
-
Session key event rate +69%
View this data as a table
| Metric | Before | After | Change |
|---|---|---|---|
| Total views | 1,650 | 3,140 | +90% |
| Total events | 5,885 | 10,675 | +81% |
| Key events | 60 | 108 | +80% |
| Sessions | 1,320 | 1,625 | +23% |
| New users | 971 | 1,187 | +22% |
| Views per active user | 1.58 | 2.40 | +52% |
| Session key event rate | 3.71% | 6.28% | +69% |
Deeper Engagement Across High-Intent Content
One of the clearest signs of success was how users interacted with the new site structure. After launch, the new interior pages attracted meaningful traffic, especially on the pages renters rely on most when making a leasing decision.
The floor plans page generated 859 views in the post-launch period. Amenities brought in 161 views, residences 120, gallery 103, contact 92, and neighborhood 61.
Because these pages did not exist as part of the live user experience before launch, any small amount of traffic shown during the earlier February date range should be viewed as testing activity rather than true renter engagement. In practical terms, those interior-page views were effectively zero before the new site went live.
Interior page views after launch
March 1–7, 2026. These pages did not exist in the live experience before the rebuild.
- Floor plans 859 views
- Amenities 161 views
- Residences 120 views
- Gallery 103 views
- Contact 92 views
- Neighborhood 61 views
Stronger Conversion Performance
The homepage also became a more effective conversion driver after the migration. Key events attributed to the homepage increased significantly, and the page delivered a much stronger session key event rate than it had before launch.
Organic search performance also improved. While organic sessions increased modestly, the bigger story was in conversion quality. Organic search key events jumped sharply, and the organic session key event rate more than tripled. That suggests the new site structure and expanded content helped attract more qualified visitors and encouraged more meaningful action once they landed on the site. We expect the technical optimization features of the site, including robust schema and near instant page loading times, will deliver improvements in organic visibility over time.
Why It Worked
The success of the migration came from aligning the website with how apartment shoppers actually browse. Renters do not all want the same information in the same order. Some want floor plans first. Others care about amenities, neighborhood, or photo galleries. A multi-page website gave them clearer choices, faster access to what mattered, and more reasons to keep engaging. Fast page loading time and easy to scan headlines and bulleted lists made finding what they were looking for faster.
At the same time, the expanded site gave search engines more content, more structure, and more context to work with, creating a stronger foundation for SEO, GEO, and long-term visibility.
The Outcome
By moving from a single landing page to a multi-page website, PLG created a stronger digital experience for both users and search engines. In the first full week measured after launch, the new site delivered more traffic, deeper engagement, and significantly more conversion activity.
Interestingly, since we used the client’s existing design, we did not make the website look better and controlled for design. These results prove that a great design is not the answer. Enriching the content and using an AI native framework optimized to grow organic traffic and covert is what made the difference for PLG.