Geeky gossip volume ii, issue 8

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Geeky gossip volume ii, issue 8

  1. 1. GEEKY GOSSIPA monthly newsletter from the MC Analytics team Volume 2 :: Issue 8The Importance of Testing Landing Page Changes<br />Background: <br />A retail banking client launched a cross-media brand campaign (both offline and online) to increase awareness of its new brand positioning<br />Part of the online campaign launch included a specific campaign landing page for all digital media (both paid search and display)<br />The new landing page:<br />Is built entirely in flash<br />Had interactive features, but no significant call to action<br />Prior to the landing page launch, all paid search traffic was directed to the home page<br />Results:<br />After the new landing page was put in place:<br />Cost per click increased by 14% to $0.72<br />Conversion rate decreased by 14% to 0.24%<br />Cost per application increased by 32% to $312<br />We attribute the decline in performance partly due <br /> to a result of adding an extra click to get to the <br /> Web site services and product choices, as well as <br /> the lack of call to action<br />8/19/2010 :: 1<br />Paid Search Campaign Conversion Rate and Cost per Application <br />Pre- and Post- Landing Page Change<br />PRE: June 17 – July 7, 2010; POST: July 9 – 29, 2010<br />Recommendations:<br />When making a change to a landing page, always recommend:<br /><ul><li>Testing against a control (is the new landing page performing better or worse compared to the original landing page?)
  2. 2. Testing across channels (flash could do well for display, but significantly hurt the quality score for paid search)</li>

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