Landing Page Strategy to Increase Enquiries – Overt Digital Marketing

The Challenge

Our client had a website in place, but was struggling to generate enough enquiries to sustain and grow their business. The client’s primary goal was to increase the number of enquiries they received while keeping the cost per conversion as low as possible.

The Solution

To tackle this issue, a landing page strategy or Conversion Rate Optimisation (CRO) was put in place to optimize the website for conversions. The website’s existing landing pages were reviewed, and it was identified that the pages were cluttered and had too much content. The team decided to create multiple variations of the landing pages that were simple, focused, and had a clear call to action (CTA).

The team created five variations of the landing page, each with a different headline, CTA, and layout. These variations were then tested using A/B testing. The team monitored the performance of each variation, and the best performing ones were kept for further testing.

The Results

After two months of testing, the landing page strategy showed significant improvements in the client’s business. The year-on-year comparison showed a 62% increase in enquiries, a 49% drop in cost, a 69% drop in cost per conversion, and a 108% increase in conversion rate.

The best-performing landing pages were the ones that had a clear headline, a simple layout, and a prominent CTA. These landing pages were optimized for mobile devices, as most users accessed the website through their smartphones.

Conclusion

The landing page strategy was a success, and the client was able to generate more enquiries and grow their business. The strategy focused on optimizing the website for conversions and resulted in a significant increase in the number of enquiries received. The A/B testing approach helped identify the best-performing landing pages and enabled the team to make data-driven decisions. Overall, the landing page strategy was a cost-effective way to increase enquiries and drive business growth.