The Case for Landing Pages
The following is a quick case study designed to highlight the impact of landing pages and the purpose they serve in the digital marketing ecosystem.
The Challenge: I was introduced to a golf product company whose recent direct to consumer efforts had fallen short of expectation, resulting in a bad marketing investment. Bad marketing investment = no return. The client was confused, disappointed, disenchanted and skeptical of all aspects of this campaign - their product, their process, and the marketing channels.
Time in Business: 1-2 years
Product Price Point: $70 -$160 range
Previous Marketing Investments: Golf TV Advertising, Paid Sponsors, Facebook/Instagram Advertising, Google Advertising, Email Marketing
Results: Limited engagement, financial loss on all marketing investments.
In all cases of advertising, the client pointed marketing efforts to either product pages or the home page of their website.
The Solution: After a thorough review of the client's website [stunning in design], marketing materials and messaging, I determined that the product needed a clear path that connected to the consumer with succinct messaging. I would test this new approach with a targeted email marketing campaign.
Step 1: Landing Page Development
I created a product-specific landing page that leveraged video, improved messaging, credibility factors and concise call to action messages.
Step 2: Email Marketing Development
I crafted an HTML email to sync with the messaging and design elements of the landing page. This email message was brief but impactful with a mix of product imagery and a supportive value proposition.
Step 3: The Test - Email Marketing
I segmented a targeted audience of golf consumers from our expansive email marketing database of over 1 million consumers. This target audience had responded to offers within the same product category within the last 6 months. We created a very small test audience to run this program through.
Landing Page Analytics: A click through landing page yielded an overall conversion rate of 14%. The "CLICK" was reserved only for interested buyers with the CTA being purchase specific [e.g. Order Now]. The only missing information was the price - which was purposefully withheld until the visitor was directed to the purchase page.
Purchase Engagement: Through the use of the landing page, I was able to increase the overall conversion rate from 1.34% to 3.8%, resulting in an increase in overall conversion improvement of 183.58%.