Geeky gossip volume ii, issue 8

GEEKY GOSSIPA monthly newsletter from the MC Analytics team Volume 2 :: Issue 8The Importance of Testing Landing Page Changes Background: A retail banking client launched a cross-media brand campaign (both offline and online) to increase awareness of its new brand positioning Part of the online campaign launch included a specific campaign landing page for all digital media (both paid search and display) The new landing page: Is built entirely in flash Had interactive features, but no significant call to action Prior to the landing page launch, all paid search traffic was directed to the home page Results: After the new landing page was put in place: Cost per click increased by 14% to $0.72 Conversion rate decreased by 14% to 0.24% Cost per application increased by 32% to $312 We attribute the decline in performance partly due to a result of adding an extra click to get to the Web site services and product choices, as well as the lack of call to action 8/19/2010 :: 1 Paid Search Campaign Conversion Rate and Cost per Application Pre- and Post- Landing Page Change PRE: June 17 – July 7, 2010; POST: July 9 – 29, 2010 Recommendations: When making a change to a landing page, always recommend: ,[object Object]

Geeky gossip volume ii, issue 8

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Geeky gossip volume ii, issue 8