There are many options available for investing your online advertising budget. Many times we only focus on the lead generation aspect of online advertising which would include pay per click and search engine optimization. Obviously it is necessary to generate qualified leads and we need to focus on creating a reliable and predictable source of great leads. However, what happens when you just can’t seem to scrape one more tool out of the bag of tricks to generate more leads.
That’s where conversion optimization comes into play. You can focus on optimizing your landing page by experimenting with new social proof factors, changing your offers, or improving graphic design to engage your prospects. So why is this such a valuable aspect of online advertising with a great return on investment?
It’s totally free!
It doesn’t cost anything to make changes to your copy, marketing strategy, or design. Once you have qualified traffic coming to your site something as seemingly insignificant as changing your headline can have a dramatic impact on your bounce rate and conversions.
To give an example, I ran an AB test of two separate headlines for a client that sells a luxury skin care line. We made absolutely no other changes on the site and ran it live with optimizely.
After 5 days, enough traffic ran through the test to bring us a statistically significant result on which headline prevailed. The new headline beat the control in a massive way. Here are the results on improvement for the new headline:
The bounce rate decreased by 8% which meant less wasted ad spend
The website conversion rate increased by 26%
The site generated an additional $5,756.40 in ecommerce sales within the first month
Obviously this is only one minor example to prove the point of how powerful conversion rate optimization can be for your site. If one change to the headline on your site can have a measurable and dramatic impact on your online advertising campaign for free, then what kind of ROI could you get from pursuing a strategy of constant improvement?
Conversion rate optimization just might be the best bang for your buck in online marketing.