Case study: How a landing page re-design increased conversions by 108%

 |  Alex Cleanthous - Get more articles like this sent to your email here

Often times, the best way to increase the conversion rate of a page is to re-design it completely.

Here’s a case study that shows the impact that an entirely new landing page can have on the conversion rate.

What we tested?

Mazda Discounts helps people save money when buying a Mazda. They had a landing page that was converting quite well and contracted Webprofits to improve its performance.

We followed our proven process of designing a landing page that converts, which is:

  1. Understand the target market and key selling points
  2. Write direct-response copy that effectively sells the service and drives action
  3. Design a landing page around the copy, ensure the copy is easy to read, and make it easy for the user to take action
  4. Develop the page and ensure it works well across all browsers
  5. Launch the landing page

Here’s the design we produced…

And here’s the original…

The result?

Re-designing the entire landing page from scratch, including rewriting the copy to better sell the service, increased the conversion rate by 108% (more than double) at a 99.99% confidence rate.

The lesson

Sometimes it’s a lot easier to increase the conversion rate of a landing page by re-designing it from scratch. Why? Because you can take a new approach to the sales copy, and freshen up the design of the site. Plus you can achieve a much higher conversion rate faster, rather than split-testing one part of the landing page at a time (which can take longer).

The downside is that we don’t know whether it was the copy that increased the performance, or the design, or both. But when you double the number of leads you get from the same advertising budget, does it really matter?

If we didn’t beat the conversion rate of the original landing page, then we wouldn’t know why. That’s the biggest risk. Luckily that didn’t happen here. But even if it did, we would continue to work on the landing page until it beat the original (that’s just how we roll).

Can we do the same for you?

If you’d like us to improve the performance of your website, landing page, or online advertising campaign, then click here to get in touch. We’d love to discuss your project and see how we can help.

Alex Cleanthous

Alex Cleanthous

Director of Strategy + Innovation at Webprofits
Alex Cleanthous is an entrepreneur, writer, technologist, and marketing leader. He is Co-Founder of Webprofits, Australia’s largest private digital consultancy. With more than 20 years experience in the digital space, Alex stays at the forefront of digital innovation, strategy, and execution identifying new markets, platforms, and tools to keep pace with the exponential expansion of technology.

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