Update: Landing Page Redesign Successful

Recently I blogged about how I was redesigning my landing page to increase conversions from AdWords.  I am almost embarassed how well this is working.

That picture pretty much tells the story: for the last 1,000 visitors, the One True Goal button got over 180 clicks, and the (equivalent) sign up free link above it picked up another 40.  When you add in the (not pictured) ways to convert lower on the page, plus ad back in the folks who went off to the home page but ended up converting to the trial later, the conversion rate is about 28%.  Yowza!  For comparison, I generally do well to get 21 to 22% on AdWords.

This means that the same number of impressions results in a third more trial downloads for me, and hopefully thus a third more sales.  Or, to phrase it another way, the cost of customer acquisition for me just declined by about 25%, which is good because AdWords is my largest expense by far.

Because of how Conversion Optimizer works (Google automatically adjusts your CPC bid to target your proposed CPA target), this likely means that over the next few weeks Google will increase the CPC bid I give for placement on sites like About.com and whatnot.  That should increase the number of impressions (and hence, clicks and conversions) that I get.  Cross your fingers for me.

Photo credit to CrazyEgg, obviously.

No Responses to “Update: Landing Page Redesign Successful”

  1. Baruch August 9, 2009 at 4:45 am #

    Cool!

    This sounds like a great improvement, and here is an idea for a (rolling?) post: A timeline of website/app changes and how they affected your conversion-rate/profit. That would make for an inspiring post!

  2. Patrick August 9, 2009 at 5:01 am #

    That isn’t a bad idea, Baruch. The downside is that it would be a *lot* of work for me to put together. I’ll consider doing it.

    In the meanwhile, feel free to browse the archives of the blog and compare them with the stats at http://www.bingocardcreator.com/stats

  3. Robert August 9, 2009 at 8:20 pm #

    Did you do an A/B split test on this?

  4. Patrick August 9, 2009 at 9:40 pm #

    Close to it. I have two ads running on AdWords.

    One ad sends people to the home page. Conversion to trial or download: 21%.

    The other ad sends people to that landing page. Conversion to trial: 28%.

    Because they’re coming from the same traffic source (AdWords) on the same day the participants are mostly identical.

    (Technically, the two AdWords ads should have identical copy if you want to do it exactly perfectly. They don’t — the one for the home page tells people to “Download the free trial”, the one for the landing page tells people to “Try now, no download required!” This is to avoid confusing users as to what they are supposed to actually do — I can’t very well tell them to download the online version, after all.)

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