The Challenge
Ziva Cleaning, a premier cleaning service provider, faced challenges in converting website visitors into leads and customers. Their existing landing pages lacked optimization for conversions, leading to low engagement and high bounce rates. They struggled with accurately tracking conversions and maximizing their advertising budget effectively.
The Solution
To address these challenges, we implemented highly optimized landing pages tailored to Ziva Cleaning’s conversion goals:
- Accurate Conversion Tracking: Implemented a dedicated thank you page for form submissions to accurately track conversions. This method ensured conversions were counted only when users completed the desired action.
- Streamlined User Experience: Eliminated the navigation bar from the landing pages to maintain focus on Ziva Cleaning’s conversion goals. This design choice directed user attention toward the primary call to action without distractions.
- Visible Contact Information: Placed essential contact information, including phone numbers, prominently in the header and footer of the landing pages. This increased accessibility for users interested in immediate contact.
- Above-the-Fold Optimization: Positioned critical elements such as contact forms and primary CTAs above the fold. This ensured that these elements were immediately visible upon landing on the page, reducing the need for users to scroll and increasing engagement.
Results:
The implementation of these landing page optimizations yielded significant improvements in the key metrics of their Search campaign:
- Clicks: Increased by 50.41% to 928 clicks.
- Click-Through Rate: Rose by 139.51% to 13.98%.
- Cost Per Click: Improved by 35.04% to $2.56.
- Cost Per Conversion: Decreased by 80.27% to $27.32.
- Conversion Rate: Skyrocketed by 229.20% to 9.37%.
- Conversions: Jumped by 395.13% to 87 conversions.
Furthermore, the accuracy of tracking form submissions improved significantly as submissions were now only counted upon reaching the thank you page. This refinement eliminated false positives that previously occurred when users didn’t complete the full conversion process.
Conclusion:
Optimizing landing pages according to best practices for conversion rate optimization proved highly effective for Ziva Cleaning. By focusing on clear, goal-oriented design and enhancing user experience, we not only increased engagement and conversions but also optimized advertising spend more efficiently. These improvements highlight the importance of strategic landing page design in maximizing ROI and achieving business objectives.
By adhering to landing page guidelines that prioritize conversion-focused elements and user-centric design, we ensured that Ziva Cleaning’s digital marketing efforts were not only successful but also sustainable in driving continuous growth and customer acquisition.
