IP-Based Personalisation That Actually Moved the Needle
The page said the same thing to everyone. For a global hiring company, that was a fundamental contradiction.
Multiplier operates across 150+ countries but its landing pages, paid and non-paid, were serving identical content to every visitor regardless of where they were coming from. No IP-based logic, no localised text, no demand-side or supply-side differentiation. For a company whose core value proposition is localised global hiring, that uniformity was leaving a lot of conversion on the table.
The first experiment was deliberately simple: change the ad copy and the landing page headline simultaneously to reflect the visitor's country. The original headline read, Expand beyond borders, hire from 150+ countries. The variation read, Expand beyond [Country], hire from 150+ countries. We changed it from both ends at once: the demand side (the ad copy the user clicked) and the supply side (the page they landed on). That dual-end change alone gave us a 45% uplift in lead capture. The hypothesis was that relevance compounds, if the ad and the page are both speaking to where you are, the experience feels intentional rather than generic.
We didn't stop there. The next iteration was more technically involved. We pulled real supply-side data from Multiplier's active customer database, the actual top hiring destinations for customers from each demand country, and built a dynamic component that surfaced those countries on the page. For a US visitor, the headline became: Expand beyond the US, hire from Philippines, India, Canada, and 150+ countries. The countries weren't arbitrary or assumed, they were drawn from live customer data, which is what made the specificity credible rather than cosmetic.
For non-paid pages with lower session volumes, employment guides, country hiring pages, we applied a lighter version: an IP-aware subtitle that changed based on where the visitor was. For a visitor on Uganda's employment law page: Hiring beyond [visitor's country]? Here's how employment laws work in Uganda. Small change, meaningful relevance signal.
Final numbers: ~65% overall CVR uplift on paid landing pages, ~75% improvement in WCR on non-paid pages.