A custom home builder in Virginia needed more sales leads to ride out the downturn in the housing market. Our objective was to drive qualified leads, at the lowest possible Cost Per Lead. We inherited the AdWords account in 2011, and re-built it from the ground up.
After rebuilding the account, we determined that the most effective way to improve our overall Cost Per Lead was to create a thorough Landing Page Testing Strategy. By increasing conversion rates steadily over time, we would be able to continually drop their Cost Per Lead.
Test Landing Pages
Since 2011, we’ve tested more than 25 landing page variations, with each one providing an incremental increase in conversion rates. We tested everything imaginable to measure its impact on performance: colors, calls-to-action, copy, images, overall layout, and more.
Analyze Conversion Rates
In addition to simply measuring the increase in leads, we found some creative ways to track the overall success of the new landing pages. We used heat mapping software that showed how much of the page people were viewing, and “confetti” that showed us exactly where on the page visitors were clicking. We also included unique call-tracking numbers on our pages, allowing us to track exactly how many phone calls each landing page variation was receiving, and how qualified they were.
As the results of each landing page test became conclusive, we declared a winner, and quickly began testing a new variation. Ultimately, the increased conversion rates helped drop the client’s Cost Per Lead by 75%, allowing us to drive 4X more leads for the same price.
In Their Own Words…
Mitchell Homes, Richmond, VA
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