To overcome bottleneck of poor conversion rates, average quality scores and high CPCs on generic search terms through website optimisation to help meet the growing revenue targets.
- Targeting landing pages towards the user’s location led to further 7.7% increase in conversion rate
- Multivariate testing led to 17.7% increase in conversion
iProspect developed a strategy for improving conversion rates across the PPC campaigns focusing on generic keywords (as branded search conversion rates were generally above site average).
The strategy involved four phases:
- The development of new, bespoke landing pages that were conversion focused;
- Dynamically targeting the new landing pages to improve conversion based on visitor’s search query;
- Dynamically targeting the new landing based on the weather in the user’s location (iProspect had previously noted massive increases in conversion rates on a “snow day” which prompted this idea);
- Implement multivariate testing to further drive conversions.
- Landing Page Development -iProspect’s in house development team created bespoke landing pages targeting high volume/CPC keywords. These pages were built in accordance with the client’s brand guidelines, but significantly improved the positioning and style of several key components: Call to actions, copy & imagery.
- Dynamic Landing Pages – To further improve landing page relevance, iProspect used proprietary technology to dynamically detect the visitor’s previous search query & IP address. This technology connected to a weather API that allowed the pages to understand the weather in the visitor’s location. The landing pages were managed using a proprietary content management system that contained copy relevant to different scenarios (e.g. a visitor based on Manchester that typed “cheap breakdown cover”).
- Multivariate testing – To increase conversion rates further, iProspect implemented a multivariate testing plan on the main landing page which tested 648 different page variations of content over a 2-month period. These variations were based on various hypotheses around the visitor preferences in terms of colour scheme, copy style (e.g. sales focused / emotive) and page structure.