How to Increase Your Conversion Rate by 302%
August 30, 2018
August 30, 2018
All right, that was sweet. Hey everybody, Adam with ParaCore, and today we’re gonna be talking about landing pages versus websites because we have the conversation a lot about whether or not a landing page should be used versus a website.
So, there’s two parts to every paid media campaign. You’re first trying to generate the right type of qualified traffic, that’s the first step. And you’re driving that traffic to a destination, and that destination can be a number of different places, it might be a website, a landing page, it could be an e-commerce product page, could be a download form, lead form, whatever the case may be. So, you’re generating the traffic and then you’re sending it somewhere, and that sending it somewhere part is really where the conversion rate comes in. And a lot of people ask us if they should be using landing pages and we always say yes, and then they say, well, but my website’s great, and we want ’em to find all these things, and we’re like okay, well landing pages convert better.
And, so here’s just one example of a website, and this was just recently. One example of a website that converted from website as the destination to a landing page. And as you can see, in May they spent $1,330, they cost 16 leads at a cost per lead of $83. Their conversion rate was 2.06%, which is not amazing. I will also note we did not build this website. And there was 776 clicks, okay. So zero forms and 16 qualified calls. And then in the first part of June, they spent $712, which was a 46% reduction, that should actually be a negative. They got a total of 49 leads, these are group leads.
This is for an outdoor adventure marketing client. The cost per lead was $15, and the conversion rate was 8.28% on 592 clicks. So that is dramatically different. 16 forms and 33 qualified calls. Now I will note that the website didn’t really have a form that was prominent at all, so this landing page had a very prominent form, very prominent phone numbers and was really just one page of information. And we’ve actually been running this campaign for about nine months now, and we weren’t really seeing the numbers that we wanted, so we said, hey, let’s try a landing page and just confirm that’s not the issue ’cause the traffic was really clean. And so these changes are massive, I mean a 206% increase in leads, the cost per a group lead went down 82%, the conversion rate went up 302% and it was just a really huge change.
So the changes aren’t always this dramatic, this website was not really built for conversion. However, I think it’s worth noting that landing pages do tend to convert better. People might not know as much about your business, they might not see your about page, really, in most lead gen campaigns we want someone to get to the website and then contact the business so that they have the opportunity to sell them. You don’t really want ’em rummaging around your website, the about page is good but not that important. You don’t want ’em to see everything that they’re doing. If they’re looking for one particular thing, like in this case they’re looking for snowmobiling tours. But the company also does a bunch of other stuff. They also do ATV tours and all these other things. Then just give them snowmobiles, and a lot od them’ll convert on that, and then sell them over the phone and call it a day, don’t send ’em to your website where they do all these different things.
So anyway, if you’re ever considering whether or not you should be using a landing page versus a website, in e-commerce, we almost always go to the website, unless there’s something unique, but for most lead gen types of campaigns, we’re sending them to a landing page because of this, because there was a 206% increase in leads, and an 82% reduction in cost per lead, which is really amazing.
So, as always, if you like the video, please like it. Please subscribe to the channel, we’ll be doing a lot more videos like this, and leave a comment or question below and I’ll be happy to get back to you, thanks.
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