How We Increased

Lead-Generation Conversions

by 128,57% through Iterative Testing

SafeSoftSolutions are a business that provides software packages that improves agent productivity, boosts call volumes, improves campaign tracking, and spends more time talking to prospects. It is a cloud contact center solution that powers outbound sales and lead generation efforts of small and mid-market companies. Its dialing technology allows to increase the productivity of sales representatives by 400%.

About the project

2015

2015

SafeSoftSolutions approached us to support them with a complex promotion and optimization campaign. As a business start-up the new site needed an influx of new visitors. Another challenge was that SafeSoftSolutions works within the b2b field where it is usually more difficult to acquire leads.

The primarily task of our promotion was to trigger more software demo downloads while decreasing the cost of these leads acquisition. We suggested launching an AdWords campaign as if implemented correctly, this form of online marketing allows to quickly generate quality traffic and new leads.

The challenge

Landing Page OptimizationTo ensure our client does not lose money-leading traffic to pages that do not convert, we started with landing page optimization. We created five versions of target landing page and started testing “in the wild”. We had been running these variations for three months and then evaluated the performance of each of them.

Control:

The solution

Too long description of the offer

Benefits are not highlighted clearly

“Submit” as a call to action on the button (doesn’t speak clearly enough about the value a user gets if they click)

Long-tail page with just one form at the end

Cons of this type of landing page:

2015

Treatment

Version #1

2015

Version #2

2015

Version #3

2015

Version #4

2015

Version #5 — The winning version

2015

According to the web analytics data, version #5 of the target-landing page turned out to be the most efficient for the customer’s business. AdWords account settings optimization:- We have selected the most relevant and profitable keywords that brought customer more conversions for a lower cost per action- Utilized all existing ad extensions in AdWords to improve overall campaign performance- Created new text for ads which highlighted the most important information and attracted more clicks- Thoroughly filtered and included all negative keywords to avoid ad rotation for irrelevant search queries- Tested different ad rotation and targeting methods.

Pros of new landing page design:

Fast catch of the header

Telephone number is showed prominently

Benefits highlights

Better call to action

Easy to view on mobile

2015

With all five landing page variations were in ad rotation: In a three month period the new version of landing page allowed us to improve click-through rate by 18,91% and decrease the cost of lead acquisition by $96,02 in comparison to the previous period.

We managed to get:- Cost per clicks reduced by $5,03- Average position of the ad improved by -0.1- Number of clicks converted into leads raised by 6,39%- Cost of lead acquisition reduced by 25,98%.

The results

2015

We compared two periods: three months with old landing and three months with testing landings.

2015

With the winning variation in ad rotation:Results we received from the time when we put the best landing to work and turned off all other experimental landings.- Cost per click minimization by $4,25- 90 more leads from Adwords traffic channel- The cost of conversion has been decreased by $229,54- Conversion rate improvement by 2,35%.

The results

2015

We took the following periods:

2015

We managed to optimize almost all key parameters of the marketing campaign and reach the ultimate KPI for customer’s business — generate more leads at reduced cost. The best-converted landing page we left active in the AdWords account.

Overall results

2015

PPC services from Promodo

Promodo has over 10+ years of experience in running various PPC campaigns. We have Google AdWords and Google Analytics Certified Partner statuses as well as DoubleClick for Advertisers (DFA) Certification and Bing Ads Accredited Professional statuses. Thanks to the special status, we have the advantage of using Google API, Adobe Media Optimizer, and a host of other tools and technologies to ensure the highest ROI and efficiency for the project we promote.

Generalmember

2015

Prepared by Promodo

Head o�ce:

23 Avgusta st.

31B, suite 305

Ukraine, Kharkiv

61072

O�ce in the UK:

The Terrace,

Grantham Street

Lincoln, LN2 1BD

+44 0203 1376 681

www.promodo.com