Converting Traffic To Leads Using Landing Pages

The Web Design Case Study
Image credit: The Web Design Studio

The Web Design Studio is an award-winning full-service web design company, providing cost effective digital marketing & creative services primarily to startup businesses and SMEs in Singapore. Their primary advertising goal is to generate enquiries through their website. Though their website is comprehensive, it is still advisable that we perform landing page split testing in order to see if we can get better results.


The Challenge

  • Get more leads through web form enquiries.


The Test

Prior to this test, ads direct traffic to the website’s home page, which has an enquiry form. We created a custom landing page with a similar web form using Unbounce.

To get a more conclusive result, it’s important to eliminate all other variables such as text ad copy, which could skew the data. We ran two identical ads for two weeks, splitting the traffic evenly between the two destinations.


The Results

The custom landing page came out as the winner of this test, achieving a 15.79% conversion rate, almost twice that of the home page.

Landing Page Results

Take note that even though the home page has a higher CTR and received more visitors, it was less successful in converting those visitors to leads.

Here are some possible reasons to explain these results:

  • Compelling message. The home page headline highlighted affordable services, while the landing page focused on maximizing ROI. While the company does offer very competitive prices, it seems that the target audience is actually willing to spend and invest on web designs that are optimized for performance.
  • Distraction free. The home page has limited content so if a visitor wants to know more about the company, or see sample works, he will have to navigate around the website and away from the enquiry form. Meanwhile, the landing page has no outgoing links and was optimised to contain all the necessary information within one page, allowing the visitor to make an informed decision without being steered away from the enquiry form.
  • Clear expectations. The enquiry form on the home page is located below the fold and not highlighted enough to grab attention. In contrast, the enquiry form on the landing page is positioned prominently above the fold, encapsulated by a bright color, and has strong call-to-action verbs, immediately letting the visitor know what the page is about and how to proceed.


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