A case study on how to implement landing page optimization.
Here's a case study in some detail that gives specific ideas on how to implement landing page optimization.
Situation analysis: A B2B company was looking to generate additional lead volume at a more efficient cost per lead (CPL) for its core product line within a rather mature SEM campaign. A desirable CPL target was set at $350.
Challenge: The company was looking to achieve these goals without having additional dollars to allocate toward online marketing efforts. The market was getting more and more competitive, and average costs per click were increasing from month to month. Most important, the client was looking to achieve this goal while maintaining dominant positioning within the major search engines on the target keywords.
Solution: TMP DM continually optimized the campaign bids and creative, based on performance data. To help achieve the new goals for the core product line, TMP DM focused on optimization of the campaign landing page.
The client and the agency developed a product-specific landing page to help increase the conversion rate. Ideally, an increased conversion rate would help to offset the increasing bid prices that were driving up campaign costs. The corresponding product page in the existing client site used as a landing page contained a heavy amount of text, and the lead form for users to fill out resided on a page accessible via a link from the main landing page. Though tracking, TMP DM had been able to determine that a larger percentage of users who entered the product page dropped off before click through to the lead form. The new landing page streamlined the information, contained a special offer, and integrated the lead form into the top left hand side of the page, allowing users to see easily where to take quick action.
- Average click to lead conversion rate increased by 156.25 percent as a result of the new landing page.
- Volume of leads increased 138.3 percent as a result of the enhanced conversion rate.
- Despite a decrease in the volume of clicks delivered via the campaign, and an increase in the average cost per click needed to maintain dominant position, the increase in conversion rate was able to produce a CPL of $250, $100 under the client goal.
More help is available for landing page/form improvement. Multivariate testing that tries out different offers and options on the website far more quickly and cost-effectively than alpha-beta testing can add invaluable knowledge to your arsenal of improvements. Firms like Offermatica and Optimost have software to assist you or your agency tune your form/landing pages for optimum performance.
Gregg Stewart is senior vice president interactive, TMP Directional Marketing. Read full bio.