Mah Sing Group · M Grand Minori. A high-rise in Taman Pelangi, Johor Bahru, sold to cross-border investors drawn by the property's position beside the Singapore rail link. Convx by Z21 rebuilt the campaign microsite as a controlled clone and ran it against the original on the same paid search traffic.

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The Challenges

1. Premium look, almost no registrations: The site presented well, but on paid traffic almost nobody registered. Media was buying investor attention the page could not convert.

2. The investment case was never surfaced: The entry price was not anchored anywhere up front, and the RTS-link proximity, the whole reason this buyer is looking at Johor Bahru, did not appear early.

3. No single obvious action: A Register pill and a floating WhatsApp button split the buyer's attention, so nothing owned the next step.

4. Detail hidden where it mattered: Layouts sat inside a "Smartly Designed" carousel that was hard to compare, registration was one form at the bottom behind a reCAPTCHA and a long consent paragraph, and take-up and developer proof sat below the fold.

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Key Objectives

1. Lead With The Investment Case, Not The Brochure

2. Make Every Layout Comparable On Price

3. Bring Registration To The Buyer

4. Prove The Lift With A Controlled Test, Not A Redesign Opinion

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The Solution

A redesign nobody can measure is an opinion. So we rebuilt the page as a clone carrying the identical offer, changed only the conversion path, and ran it side by side against the original on the same paid search traffic.

1. Three moves, all tuned to the cross-border investor: lead with the investment case, open up the units, and bring registration to the buyer.

2. Primary metric: T2L, registration submissions divided by new users, measured weekly and cleaned of test and ghost events.

3. Fair comparison: Google Paid Search, the only channel the clone and the original share at volume.

4. Source of truth: a server-side pipeline logs every real submission once, with its source, against a defined conversion target on qualified paid traffic.

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Use Case 1: A Hero That Leads With The Investment Case

The hero is rebuilt around the first question this buyer asks: what does it cost, and how close is it to the crossing. Both answers now sit in the first screen.

Call to action: One clear "Register Now" owns the next step, in place of a Register pill and a floating WhatsApp button.

Scarcity: An urgency bar carries tower take-up and the entry price in the first screen, where take-up was not surfaced before.

Price: The entry price sits plainly in the hero, so the investor can qualify in seconds.

Cross-border pull: 3 km to Bukit Chagar RTS is anchored in the hero, leading with the reason to buy.

Trust: Developer track record and sales-gallery hours appear up front instead of below the fold.

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Use Case 2: The Units, Priced And Open, Not Hidden Behind A Click

Where the original buried its layouts in a carousel, the rebuild lays every type out with price, size and a floor plan that opens in place.

Layouts: Every layout type is laid out and tabbed, easy to compare side by side.

Price: A from-price on every type, so the investor self-qualifies without contacting sales.

Specs: Built-up sqft, configuration and own-stay-or-rental fit show on each type, where the buyer had to dig for the basics before.

Guidance: A "Popular" tag points to the best-selling type.

Depth: Floor plan and instalment calculator open in place, instead of learning more meaning a call to sales.

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Use Case 3: Register In A Tap, Not A Scroll

Registering was rebuilt the same way, with the same three touchpoints and the same field-level help.

Where: A quick-register, a sticky bar and the drawer it opens, in place of a single “Register Now!” form at the bottom of the page.

Value: The drawer opens with “You’ll receive”: layout, full pricing and loan help, where a blank “Submit” offered nothing in return.

Fields: +60 phone auto-format and email typo correction, so contacts arrive clean.

Friction: The reCAPTCHA and the long consent paragraph are both removed, with trust cues sitting on the form instead.

Reply: “Instant WhatsApp reply” tells the buyer they will hear back at once, where no expectation was set before.

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The Outcome

On the traffic both sites shared, the rebuild converted at more than six times the original site's rate. Same offer, same product, same media: the only variable was the page.

Results:
+518% lead conversion on like-for-like Paid Search
6.2x the original site's conversion rate on paid search
+10% higher engagement rate on Paid Search, on the same traffic
+15% longer sessions on the rebuilt site, on the same traffic
Cleared the defined conversion target on blended paid traffic, not only on the like-for-like cut

The behaviour data backs the conversion result: visitors stayed longer and engaged more on the rebuilt page. The lift came from a page that answered the investor's questions, not from a narrower audience.

The rebuilt site is no longer a brochure. It is the front line of how M Grand Minori turns cross-border attention into registrations. The next moves are the straightforward ones: scale the media onto the winning page, and migrate the search equity across to it.

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About the figures. Lead conversion is traffic-to-lead: registration submissions as a share of new users, compared on like-for-like Google Paid Search, the one channel the original and rebuilt sites share. Uplift is the relative increase in that rate, rebuilt versus original. Results are measured over the May to July 2026 test window and are statistically significant. Absolute traffic and lead counts are held back for client confidentiality.

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