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Case Study - EngineReady
"Wow - by changing a single landing page our client was able to increase revenue per visitor by 51%! SiteTuners has added millions of dollars to their bottom line and allowed us to increase our PPC campaign size significantly while maintaining the same cost per acquisition."
- Jamie Smith - CEO, EngineReady
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Services: Full service conversion tuning engagement using the SiteTuners.com Tuning EngineSM.
Background: EngineReady is a leading provider of pay-per-click (PPC) campaign management tools, as well as a full-service PPC campaign management agency. The company was managing a large monthly PPC budget to drive traffic to a single landing page for a client in the debt negotiation industry. The goal of the campaign was to generate qualified leads. Two distinct conversion actions were possible: the completion of an online form, or calling a tool-free number.
The Engagement: SiteTuners developed a test plan with seven distinct variables, and 192 unique alternative versions ("recipes") of the landing page. Because phone-in leads were worth a different amount than the online form-fill leads, the optimization metric for this engagement was revenue per visitor, and not simply conversion rate. This allowed SiteTuners to make sure that maximum value was being extracted from each visitor. Separate toll-free numbers were created for each recipe, and qualifying calls were counted as phone-in leads. During the first portion of the test, SiteTuners zeroed-in on the best performing recipe in the test.
The Results: At the end of the test, the best challenger was run head-to-head against the original baseline, and showed a 51% lift in revenue per visitor. The revenue impact of this change on EngineReady's client was an estimated $48,000,000 annual improvement.
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