TMM Angels were approached by a search professional interested in tracking ROI from landing pages.
Ryan Smith is the Paid Search Strategist of a mid-sized company located in New York City. He approached the TMM Angels looking for tips on Landing Page Optimization for his Lead Generation campaigns. He mentioned that most leads generated by his campaigns are phone calls. While he’s happy with calls being generating by paid search, the difficulty of distinguishing paid from organic calls is challenging. Another challenge is finding ways to incorporate the phone leads into the CPL analysis. Now, he is questioning the idea of listing a phone number within a Paid Search Landing Page.
Test, test test! I would test a few alternatives, landing pages with no phone number and landing pages with a unique number that will allow you to track the fact that the call came from a paid search campaign. Google has a feature called ‘call extensions’ where they will generate a unique phone number for each campaign and then reroute the call to your business line.
It’s always a good practice to do A/B testing with your landing pages, to determine which page will lead to more conversions. Google also offers a comprehensive tool to help business owners optimize their landing pages. They have a great online guide for setting-up your A/B tests, etc.
Great question Ryan! For starters, you’ll want to be sure to optimize your landing pages by having a single call to action. Although it maybe tempting to have more on the page, stick with one element to increase your conversion. Put some thought into the creative component of the page as well. A landing page is often one of the first points of entry to your website- you’ll want to make sure you leave your prospect with a good impression.
As TMM Sabrina mentioned, running A/B testing is necessary and can include varying the headline on the page, changing the image that is used or modifying the call to action. A fun website to check your A/B testing skills is Which Test Won. You may be surprised by some of the results from these real-life tests!
Tracking the cost per lead (CPL) on inbound phone calls coming from online campaigns is tricky, but it can be done. One way is to have your call center ask the caller where they found your company. Another method would be using unique phone numbers to identify calls coming from specific campaigns. This information can then be analyzed to determine how much was spent per lead for a given campaign. Over time you can compare the costs associated to your leads and make some assumptions on which factors contribute to a lower CPL.
The angels are definitely right. A/B testing is the best practice on landing page optimization. Google call extension specifically the call-forwarding service is very helpful in accounting call leads in the CPL calculus. However, before setting up the test with the call forwarding number you must be aware that it costs $1.00 per call generated on top of cost per click (CPC). So it is a good idea to determine your CPL goal before using this service. Maybe it won’t work for your product. In that case, I would setup an internal lead account system as TMM Kelly suggested. Finally, depending on the amount of traffic your site gets, it may take a while to collect enough sample data to make conclusions on the best performing landing page. Good luck, Ryan!