Case Overview:

A pay-per-click campaign was launched for a B2B manufacturer as a tool to reach new customers in new markets. This paid campaign was seeing strong top level performance including strong click-through-rates, and high overall clicks. However after reaching the website, a relatively low number of people took the next step to reach the shopping cart. Through A/B testing different elements on the landing page, we were able to increase the conversion rate by 4X.

The Problem:

While we were receiving a high number of clicks on the PPC ads through to the landing page, people were converting at a fairly low rate. This usually means that while the ads were interesting and relevant to people’s search queries, once they got to the page there was something holding them back from taking the next step. How could we determine what was limiting conversions on the landing page?

The Fix:

Through A/B testing different elements on the landing page, we were able to develop a final version that had 4X the conversion rate of the original page.

A/B Test

  • When we first launched the landing page, we featured a banner image that had a very environmental feel that fit their brand and matched the current look and feel of their website. This page also launched with the company’s strongest video at the very top of the page in the banner image. This is usually a best practice since videos have shown to boost conversions up to 2X and increase the average value of customers by 19%.
  • With this page, we were seeing a 2.7% conversion rate.
  • In order to try and increase the conversion rate, we decided to duplicate the first landing page and make a couple changes to test. These changes all revolved around making the bins a greater focus of the page. The banner was changed to feature the bins, the video was moved out of the banner so that the bins were not obstructed, and the best selling products were moved up the page.
  • We then A/B tested these pages by sending half of the people clicking on the PPC ads to page A and the other half to page B and monitoring any changes in conversion rates.
  • After these changes, we saw the conversion rate climb to 7% on the second page from 2.7% on the first page.

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B/C Test

  • After seeing  such a jump in the conversion rate from version A to B, we wanted to see if this concept could further improve performance.
  • To further test our theory, we duplicated page B and swapped out the standalone product images of the bins with situational renders featuring the bins in real life scenarios.
  • We then conducted another A/B test but instead with pages B and C; sending half of the people clicking on the PPC ads to page B and the other half to page C.
  • With this update, we saw the conversion rate jump to 12.05% on page C from 7% on page B. This is most likely due to the fact that seeing the bins in the real world and in various settings allowed people to better visualize what the bins would look like at their facility and that the bins work in different industries (offices, schools, manufacturing plants, etc.).

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