Landing Pages vs. Websites in PPC Advertising
In this legal case study I’m showing the difference in conversion rate and other related metrics of Paid Search (PPC) traffic when using a client’s website one month and moving to a landing page the following month.
PPC Traffic sent to Website:
Phone Calls: 7
Form Submissions: 3
Conversion Rate: 4.9%
PPC Traffic sent to Landing Pages:
Phone Calls: 18
Form Submissions: 9
Conversion Rate: 19.85%
Conclusion: Landing Pages Significantly Increase Leads
Conversion Rate Increase: 305.1%
Increase in Phone Calls: 157.1%
Increase in Form Submissions: 200%
Increase in Total Leads: 170%
As you can see, the conversion rate for landing pages are well over double the website conversion rate. With nearly the same amount of budget, this client got 11 more phone calls and 6 more form submissions by using landing pages. Extrapolate this out for 12 months, and you’re looking at an additional 132 phone calls and 72 more forms from people who need your services. That’s a huge amount of opportunity for additional cases that you would not have had without using a landing page. The beauty is the client didn’t even have to increase his advertising budget to get these incremental leads and case-opportunities.
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