The Challenge
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.
The Process
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.
108%
Increase in Conv. Rate
108% boost in conversion rate from the original pages to the landing page
62%
Boost in leads YoY
62% increase in total enquiries year-over-year with the A/B tested landing pages
69%
Drop in Cost per Lead
A 69% reduction in cost per lead, allowed for the 62% increase in leads
The Results
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.
“ODM navigated the needs of our business perfectly. They also educated me in the idiosyncrasies of Google Ads and Social Media. I was made aware of what I was spending dollars on and the effective gains of this spend. Previous companies have used jargon to make it seem impossible to understand. The team at ODM used appropriate language to describe all of the components of how our account was marketed.”
Helen L
CEO
