Shorter Landing Page Form Delivers Long Google AdWords Results
Pay per click (PPC) advertising can be a great way to make money and it can also be a great way to lose money. There’s normally a reason that PPC campaigns fail or succeed and the landing page is just one of many elements.
We recently implemented an evaluation with a Google AdWords client in which we measured the performance of their standard landing page. This landing page included a large number of required information fields.
In this situation, we recommended reducing the number of questions on the landing page form by 1/3 and kept the remainder of the form as it was. We then loaded the new landing pages and measured the results over a 30 day period.
In this specific case, we were able to increase conversions from 0 in May to 11 in June. That’s a huge increase and it was the result of reducing the number of required form fields. We now plan to do additional testing to determine the impact of further changes.
Understand that the increase in conversions is significant and beyond what we initially expected. That’s why its important to look at various aspects of pay per click campaigns and then make adjustments accordingly.
As mentioned in the intro, pay per click advertising can be a great way to make money or a great way to lose money. This customer was already making money and this slight change put additional money in their pockets.
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