Case Study – Boosting Enquiries Through Strategic Landing Page Optimisation
Our client, a local services business, approached us hoping to increase enquiries and grow their customer base. Despite having a website in place, they struggled to generate sufficient interest and capture leads online. Their primary goal was boosting enquiries in a cost-effective manner. To tackle this challenge, we implemented an agile landing page optimisation strategy leveraging A/B testing to identify high-converting variations.
Evaluating the Existing Pages
Initially, we audited the client’s current landing pages to diagnose issues. The pages had cluttered layouts mixing generic images, dense paragraphs of text and multiple calls-to-action. This failed to communicate a clear, customer-focused value proposition. There were also no prominent opt-in forms to capture visitor information.
Given that most visitors accessed the site on mobile, the suboptimal layouts increased bounce rates significantly. It became clear that simplifying and refining the pages was crucial for improving conversion rates.
Launching the Landing Page Variation Tests
Our team streamlined the layouts and designed five simplified variations of the key service landing pages. Each version had a focused headline, a clear primary callt o action (CTA) and reduced copy overall. We also emphasised the opt-in form and contact details while optimising the pages for mobile responsiveness.
We A/B tested the five page variations against the original versions. By monitoring performance daily, we quickly identified winning variants to further optimise and pit against each other. This agile, data-driven approach allowed rapid iteration.
The Results: More Enquiries and Lower Costs
After two months of rigorous testing, the optimised landing pages successfully increased enquiries while lowering costs.
- 62% increase in total enquiries year-over-year
- 108% boost in conversion rate from the original pages
- 49% drop in cost per acquisition
- 69% reduction in cost per conversion
The high-performing variations all followed simple yet targeted designs with clear headlines focused on customer needs. Keeping copy minimal also directed attention efficiently to the conversion points. Prioritising mobile optimisation improved accessibility and engagement across devices.
Conclusion
The strategic landing page optimisation strategy delivered tremendous value. By taking an agile, metrics-driven approach, we were able to maximise conversions and reduce acquisition costs despite limited initial website quality.
This projects success highlights the power of A/B testing and conversion rate optimisation. As their digital partner, we’re excited to see our client take their online presence and revenue generation to new heights. Optimised landing pages represent one piece of the puzzle, but when combined with our ongoing services, they are poised for sustainable growth.
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