September 2012 to January 2013, Latin region and Online Marketing have been working to improve conversion rate from visitors to leads on PPC landing pages. Case describes the what we've done, why we've done that and what we've achieved.

1. Conversion Rate Optimization –
Saxo Bank Latin Region, Spain
Olga Safonova, Online Marketing Manager
Aida Blanco Real, Latin Region Marketing
Raul Cameo Castillo, Latin Region Marketing
January 2013

2. Conversion Rate Optimization – Saxo Bank Latin Region, Spain
September 2012 to January 2013, Latin region and Online Marketing have been working to improve
conversion rate from visitors to leads on PPC landing pages.
Result of efforts:
- conversion rate is improved for 33%
- cost per lead has decreased by 15%
- region have got more out of the incoming traffic to site – for 11% less costs
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3. Before campaigns lead to a generic landing page “Download
demo”
Before campaigns lead to a generic landing page “Download demo”
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4. What has been done and why
Alignment of ad copy and landing page headline
Latin region has created specific landing page for each campaign – and made sure that the
messaging on landing pages is very tightly aligned with that of best performing ad copy for
each specific campaign.
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5. What has been done and why
Why we did it?
We aimed to fulfill the expectations of site visitors, exposed to ads, providing them with
consistent message on landing page.
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6. What has been done and why
Crafting short paragraphs of text, explaining benefits of trading with Saxo Bank
For each landing page, new specific on-page texts were created, explaining why it is a good idea to
trade with Saxo Bank.
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7. What has been done and why
Why we did it?
We aimed to speak to the visitors and persuade them to try out Saxo Bank’s trading platform. We put
effort into ensuring the relevancy and consistency of user journey, from the keyword search on Google
– throughout to Ad Copy – and further on landing page.
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8. What has been done and why
Reducing the number of value propositions
As next effort, Latin region has listed the main benefits of Saxo Bank’s offer in a more
structured manner and limited the number of “value propositions.
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9. What has been done and why
Why we did it?
We aimed to lead visitors to a faster conversion to lead, making it easier for them to grasp what are the
main benefits of trading with Saxo Bank. We think though this point might be improved even further, to
make more precise, short and to the point.
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10. What has been done and why
Highlighting the main benefits in on-page text
Latin region have highlighted the main benefits of trading with Saxo Bank in on-page text.
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11. What has been done and why
Why we did it?
We aimed to make it easier to scan the text for the visitors. We also strived to emphasize the benefits
by visual means.
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12. What has been done and why
Re-worked Graphics
Latin region has created appealing graphics that demonstrate Saxo Bank Trading Platform in both
desktop, tablet and mobile app version. Each specific campaign Landing page also visually represents
the trading product that it is focused on – eg. currencies and futures.
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13. What has been done and why
Why we did it?
We aimed to demonstrate to the user the platform that they’re about to download. At the same time we
wanted to demonstrate intangible / abstract concept of trading with specific visual representation of real
traded products. Picture says more than a thousand words, even for such complex concepts as online
trading.
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14. Conversion rate improvement
As you see, the conversion rate optimization efforts lead long way. Instead of paying more money to
Google for more traffic, you might get more of the traffic for the same – or even less - money.
Imps Clicks Leads Conv.rate CPL
Before (Aug 15 - Oct 31) 1293869 24787 379 1.53% 79.9
After (Nov 1 - Jan 15) 1027972 19336 395 2.04% 68.8
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15. Appendix
Generic landing page before optimizations
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16. Appendix
Specific landing pages after optimization (FX and CFD)
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17. Appendix
Specific landing pages after optimization (Futures and Stocks)
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