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A 400% Increase In Conversion Rate? Yep, It’s Possible!Posted by Joe on October 14, 2008 in Landing Pages / Increasing Conversion Rates |
The PPC Hero team launched our Landing Page Critique Podcast Series in July. We have reviewed a handful of landing pages/websites in order to help readers generate more conversions and revenue. We received an update from one of our landing page critique subjects and thought we’d share their results with everyone.
In August, the PPC Hero Team reviewed the landing for Video Game Price Guide, submitted by JJ Hendricks. The objective of this podcast was to generate leads for their video game price monitoring service (monthly service sign-up). With this in mind, click here to see their old landing page. And you can click here to listen to the podcast.
Some of the changes we suggested included:
- Creating a unique landing page for PPC.
- Strip the site navigation on the top of the page and left side of the page.
- Re-write the text so that the users are crystal clear as to who VGPG is and what they have to offer.
- Keep the message clear, concise and conversion-focused.
- Utilize one, single call-to-action.
- Write an attention-grabbing headline.
- Focus more on benefits within the headline and the body content.
Once you’ve reviewed the original landing page and listened to the podcast, you can check out JJ’s new landing page here. So, how has this landing page affected JJ’s PPC performance? Here is what he has to say:
“We ran the test for about a week and then stopped it because the new page was the clear winner. With about 250 visitors to the landing page, the new landing page converted at 14.5% vs 4.8% (conversions were people clicking to start the sign up process). That is a 402% increase in conversions!”
Yes, we can leap tall buildings in a single bound! This is great news from JJ. We are happy to help and hopefully he keeps tweaking his landing page and sees his performance enhance even further!
This should serve as a reminder to everyone that you need to continually review, update and optimize your landing pages. Even small changes can have a big impact on your performance.
- A Picture is Worth a Thousand Words, Or At Least a 44% Increase in Landing Page Conversion Rate
- Have You Set Your PPC Goals for the Month? Do It Now!
- Google Confirms Conversion Rates Have No Effect on Quality Score
- PPC News Roundup for August 17, 2007
- PPC Hero Landing Page Critique Podcast: 411taxrelief.com
October 15th, 2008 at 3:33 am
The only problem with this type of landing page (the winning one) is that it will most likely suffer from a poor QS.
It has less copy
It has no other links to the internal site pages
Possibly has no links to it from the main site as it is a standalone page
How to you suggest we counter the effects of a poor quality score for a landing page like this?
October 15th, 2008 at 2:24 pm
Hello Marc:
Thanks dropping us a comment. In regards to your comment:
It has less copy
–Yes, the page has less copy but it still has the keywords the client is advertising for so it should be okay.
It has no other links to the internal site pages
–We actually prefer our landing pages not to have additional navigation. This way you can keep users on the page and keep them conversion focused.
Possibly has no links to it from the main site as it is a standalone page.
–This speaks to the last note, not having links for the main page should be just fine for this landing page.
Thanks!
October 16th, 2008 at 12:26 am
Hi Joe,
This is exactly my point.
We have always been told that google likes the landing page to have some other links on the page going to internal pages to help the quality score.
It just seems like a page like this is great and will convert great, but the QS will be low so the campaign will be short lived.
October 16th, 2008 at 6:51 am
Hello Marc:
I just reviewed Google’s documentation on the Quality Score here:
http://adwords.google.com/support/bin/answer.py?answer=46675
The elements that have an effect on the landing page Quality Score include load time, keyword density and perceived relevance to the search query. The number of links to the page or links to the homepage for the company or brand are not taken into account.
In regards to organic search, yes - links are absolutely crucial. But not for paid search performance.
Best,
Joe
October 23rd, 2008 at 9:36 am
Landing page is less of a factor with the recent QS update (Thank God!)