Sample landing page created in Marketo. This created a url not directly on Egencia.com
The Problem
Move SEM Landing Pages from Marketo to Egencia.com
One of my first projects at Egencia was to move paid/Search Engine Marketing (SEM) landing pages from Marketo to Egencia.com. This landing page was the first one created in this new style and format.
Our (the Demand Marketing Content Team’s) approach here also keeps a uniform customer experience. Keeping our SEM landing page on the same domain as our actual website gives credibility while allowing users to click through and around the site.
The solution
The Best of Both Worlds
The current best practice for landing pages is to ensure that pages are succinct – while also convincing. Here, we led with a direct H1 title, segueing into the customer’s “why” before delivering a pitch and asking for them to consider the offer; a demo.
In the space below the “request a demo” button, we also provided valuable proof: customer reviews. Prospective customers can be wary of expensive products, so seeing happy customer reviews can be a huge incentive.
As we get results, I’ll update here to share what worked, what didn’t, and changes I would have made to this effort.
The results
317.8% Conversion Rate Increase
This SEM landing page saw a 4.48% total conversion rate across all English language localizations during the campaign (up to 12.5% in the UK) Prior to this format, our Marketo landing page layout had generated conversion rates maxing out at 3.57%, with 1.07% being the net average. while a 1.07% to 4.48% conversion rate may seem insignificant – it’s over a 300% increase!
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