Landing Page Optimization for Google Ads
Background
A Google Ads campaign was underperforming in terms of conversions, with a relatively low conversion rate of 6.07%. Despite reasonable traffic levels, the campaign was not converting visitors into leads at the desired rate. The objective was to improve this conversion rate through targeted Conversion Rate Optimization (CRO) strategies on the landing page.
Challenge
The primary challenge was to increase the conversion rate while managing the cost per conversion, which had reached a high level. The aim was to significantly boost the conversion rate to enhance overall campaign efficiency.
Challenge
- A comprehensive analysis of the landing page revealed several areas for improvement. The key CRO strategies implemented included:
- Form Simplification: Reducing the number of form fields to make it easier for users to convert.
- Improved CTA Design: Enhancing the prominence and clarity of the call-to-action to increase engagement.
- Page Speed Optimization: Technical improvements were made to decrease load times and improve user experience.
- A/B Testing: Various versions of the landing page were tested to identify the most effective design and messaging.
Results
After implementing the CRO strategies, the campaign performance improved dramatically over the period from 20th July 2024 to 23rd August 2024:
- Conversion Rate: Increased from 6.07% to 10.07%, representing a 4% improvement.
- Cost Per Conversion: Decreased by 44.44%, from £83.01 to £46.12, making the campaign more cost-effective.
- Average CPC: Improved by 7.86%, reducing from £5.04 to £4.65.
- Overall Cost: Increased by 68.62%, reflecting the broader reach and higher visibility of the ads.
- Clicks: Increased by 83%, showing higher engagement with the ads.
- Conversion Volume: Saw a substantial increase, with conversions rising by 203.48%.