We designed a new landing page that built on the current design in order to maximise click-to-enquiry for PPC. We discovered what page elements increased conversion and used each learning to increase leads.
Landing page testing ran from September 2007 to 2008 and 22 tests were conducted. Some tests were radical redesigns while some were gradual evolutions. Each test built on our knowledge of the medium, the customer and the brand – and each was designed to improve click-to-enquiry while improving overall conversion.
Results varied as widely as the tests, but overall, click-to-enquiry improved significantly throughout the testing period.
