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B2B Conversion-Optimization Case Study
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B2B Conversion-Optimization Case Study

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The Cline Group’s Strategy …

The Cline Group’s Strategy

-- Consulted on the best- practices in online advertising
-- Took over the company’s LinkedIn advertising campaign
-- Created multiple campaigns and versions of ads within each campaign to test the results and adapt
accordingly
-- Worked with the client ’s graphic design team on landing-page best practices to increase conversion rates
and lower the cost-per-lead

The Results

The LinkedIn conversion- optimization results thus far:
-- The conversion rate increased by 658%
-- The cost-per-lead declined by 83%

Published in: Technology, Business

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Transcript

  • 1. B2B Conversion-Optimization Case Study: massiveImpact The Problem massiveImpact had been spending $249 per acquired lead in the company’s LinkedIn lead-generation advertising campaign. The company hired The Cline Group to increase the conversion rate and lower the cost-per-lead coming from advertisements on the B2B social-media network. The campaign is currently ongoing at the time of this publication. The data from the campaign prior to our work:  82% of visitors from LinkedIn who had arrived at the first landing-page left without doing anything  Only 24% had gone to the second landing-page (the sign-up page)  1% total of the visitors had “converted” by filling out the form on the second landing-page The Cline Group’s Strategy  Consulted on the best-practices in online advertising  Took over the company’s LinkedIn advertising campaign  Created multiple campaigns and versions of ads within each campaign to test the results and adapt accordingly  Worked with the client’s graphic design team on landing-page best practices to increase conversion rates and lower the cost-per-lead The Results The LinkedIn conversion-optimization results thus far:  The conversion rate increased by 658%  The cost-per-lead declined by 83% New Campaign Old Campaign Amount Spent $211.41 $1,496.71 Clicks 102 724 Cost Per Click $2.07 $2.07 Entrances 66 598 Conversions 5 6 Conversion Rate 7.58% 1.00% Cost per Conversion $42 $249 Detailed changes to the landing pages are on the following pages.
  • 2. Prior Landing Pages The prior conversion process consisted of two landing pages. First, traffic would arrive here: This layout was ineffective because the page was a long block of text with one small call-to-action each on the side and on the bottom of the page. The few people who would click on one of the buttons would then be taken to a second landing page: The form consisted of a lot of text, numerous fields, and a small button all the way at the bottom of the page.
  • 3. The Cline Group worked with massiveImpact to redesign the conversion process so that it would consist of a single page, a shorter form, better graphics and calls-to-action, and no way to exit through clicking to other pages.