Financial Services
Case 1: Landing Page Optimisation (A/B Test)
Situation
A new website design was launched after the rebranding. There was no option to test the effectiveness of the new design vs. the old design.
Task
Improve landing page conversion rate for the traffic coming from Google Ads.
Action
Based on previous experience with effective landing pages for Google Ads, I concluded that the new landing page could be improved with some minor changes:
- Updated the page title to ensure users coming from paid search see a headline relevant to their search.
- Added call-to-action (CTA) buttons at the end of each section on the page
- Launched an A/B test in the Experiments section of the Google Ads interface.
Result
- Conversions went up by 39% with the confidence interval: [5% to 79%]
- Cost per conversion went down by 13%
- Conversion rate went up by 29%