Co-Branded Campaign System with A/B Testing

Overview

Dental Fix partnered with Formlabs to promote 3D printing technology to dental practices. The campaign needed to generate leads while remaining flexible enough to support additional equipment categories beyond the initial launch. The challenge wasn't just designing one high-converting landing page. It was creating a reusable system that could be tested, optimized, and extended to future products without starting from scratch each time.

A/B tested landing pages to drive engagement and conversions.

Brief

Design a flexible campaign framework enabling A/B testing, rapid iteration, and multi-product scalability. The solution needed to balance two brand identities (Dental Fix and partner brands) while supporting performance optimization through testing. Initial launch focused on Formlabs 3D printers with the expectation of expanding to additional equipment categories and brands.

WHAT WASN'T WORKING

Single-use campaign designs required rebuilding for each new product
No systematic way to test messaging or layout variations
Co-branding two distinct identities (Dental Fix + partner brands) across channels
Dental providers needed clear product value communication in technical category
Long lead times prevented rapid iteration based on performance data

Mobile landing page variations designed for iterative A/B experiments.

Approach

Rather than designing a single landing page, the strategy focused on creating modular components that could be tested independently and reconfigured for different products. This meant designing variation options upfront (light vs dark themes, different form placements, alternate messaging hierarchies) and structuring pages to support rapid A/B testing without redesigning entire campaigns.

The work progressed through testing cycles: design multiple variations, launch with A/B tests running, analyze performance data, refine based on findings, then apply learnings to next product launches.

TESTING FRAMEWORK

Variations Designed: Light theme vs dark theme, form placement options, messaging hierarchies.

Testing Approach: A/B tests on hero messaging, CTA placement, form length, visual treatments.

Optimization: Iterative refinement based on conversion data and user behavior.

Scalability: Winning patterns applied to subsequent equipment campaigns.

Header variations for brand campaigns based on Formlabs structure.

Component variations for different equipment categories.

Process

Design & Testing: Created multiple layout variations testing different approaches: hero-focused vs benefit-driven, form-first vs education-first. Integrated AI tools to accelerate initial layout exploration, then refined through human design judgment against technical accuracy and brand guidelines. Launched systematic A/B tests comparing hero CTA placement, form length, theme preference, and messaging emphasis.

Key Finding: Dark theme with form-first layout converted 23% better with technical audiences. Light theme with benefit-driven content performed better with practice managers.

Iteration: Analyzed conversion data, refined underperforming elements, expanded successful patterns to additional products (seating, handpieces, imaging equipment, instruments).

A/B tested landing page variations and modular campaign system scaled across equipment categories. Testing identified 23% conversion improvement through theme and layout optimization applied to 6+ product launches.

Deliverables

A/B Tested Landing Pages: Light and dark theme variations with different content hierarchies. Responsive across devices. Systematic testing identified dark theme with prominent form placement as winning pattern.

Modular Component System: Reusable hero sections, benefit blocks, product showcases, forms. Extended beyond Formlabs to 6+ equipment brands (Belmont, DentalEZ, ImageWorks, Bien-Air) using same framework.

Integrated Campaign Assets: Digital ads and print mailers maintaining visual consistency with landing pages, reducing friction in user journey.

IMPACT & OUTCOMES

Performance

23% conversion increase through A/B testing optimization

6+ equipment categories launched using system

Faster time to market through reusable componentsesign time reduced from 60-80 hours to 30-60 hours per landing page, with some projects completing in as little as 16 hours when leveraging pre-built components.

Testing Value