Conversion Optimisation Case Study

 

Client:
The client is a leading Australian online travel agent.

 

Goal:
To Increase the conversion rate of their pay per click campaign landing pages. A conversion was completed when a visitor provided their name and contact details in exchange for a product brochure PDF download.

 

Problem:
The client was sending pay per click traffic to individual product pages which were not converting well enough to cover the advertising costs.

 

Resolution:
We created specific and focused landing pages for each product. These pages removed all distractions, contained persuasive copy and built trust with the visitor. We created multiple versions of each landing page and tested them to find which converted best and then created a new pages to try and beat the previous winner.

We were also given complete access to the clients pay per click campaign and were able to increase click through rate while decreasing or maintaining bid prices. This was achieved by creating better ad copy and using additional keywords and matching options. We also split tested multiple versions of each ad to find the best click through and conversion rates.

 

Results:
We were able to increase conversion rate from 5% to 33% without increasing ad spend. The client now has ppc campaign that converts like crazy and is extremely cost effective.

 

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