3 landing page styles go head to head! (results inside) (10)
3 landing page styles go head to head! (results inside)
Super neat case study time!
I did a case study comparing 3 types of landing pages for a daily deal offer. Any campaign details have been left out on purpose.
Which type of landing page will work best:
1. A landing page that looks like the offer
2. A landing page that looks like the traffic source
3. A loud statement type of landing page
First I'll quickly explain i had some problems with this campaign initially, i wasn't using keywords and my reach was absolutely huge! I thought the campaign angle was clever so i assumed i'd get decent CTR, + i saw Groupon themselves running it and jumped on it right away, but i was wrong, the angle wasn't enough to get a good CTR.
I've lost respect for the Groupon FB advertisers for having an angle/images with only meh CTR! I guess they're overwhelmed with many other advertising campaigns/platforms, but common!
I was initially seeing a CTR of only 0.05% (HORRIBLE CTR) at max after 100 clicks, so i had to step it up by using keywords which cut my reach by 90%, still had a demo of 500k though. My CTR increased, and my CPC decreased and i continued the campaign.
It's weird because I'm about to share a campaign on the blog for the same style offer where keywords actually lowered conversion rate (which is rare). Most of the time keywords will increase your conversion rate because your focusing on a more targeted audience who (if you select your keywords right) will be more interested in what your showing them.
Ok now that you know the gist of the campaign let me show you the angle, images and landing pages 
The Angle/Images
- Cakepops! They're a big craze right now, they're expensive, neat, only found in specialty chocolate stores and look great in images! Top 8 CTR images below
Landing Pages
*The highest CTR and CVR will be in green.
The Offer Style Page
- Landing page CTR = 47%
- Conversion rate = 3.8%
- ROI = 3rd
The Louder In Your Face Coupon Page
- Landing page CTR = 56%
- Conversion rate = 4.2%
- ROI = 2nd (came very close though)
The Traffic Source Style Page
- Landing page CTR = 48%
- Conversion rate = 5%
- ROI = 1st
I really love these case studies. A bit surprised that #2 came this close to #3, guess that speaks to the power of KISS
I've been wanting to get the code of the Groupon like count down timer. Jordan may I know where you get the code? Do you copy paste it directly from their website?
Awesome case study man you can take that winning lander further with this psd http://stmforum.com/forum/showthread...ok-Lander-PSDs
Those creatives are killer too.
Originally Posted by kokofai
http://www.onextrapixel.com/2011/12/...nt-down-timer/
Originally Posted by sm1810
Interesting that all top ads have a blurred background and a focused, bright eyecatcher.
Did you try other ad styles as well?
Interesting results.
I usually find that mirroring the offer page produces the best CVR, and mirroring the traffic source gets the highest CTR. There's so many variations though. It makes sense to test them on an individual basis. I tend to mirror the traffic source with PPV (for authenticity and to get noticed), and mirror the offer page on Facebook.
Do you have any trouble getting approved with the Facebook colour scheme?
@ibanez
The images had no blurred background or anything, i just took a screenshot of the top 8 images from my mac folder.
@Finch
Yeah results will always vary, i've noticed in previous campaigns mirroring the offer page works best, but it will always change. I didn't even attempt to get the FB looking page approved, i bait/switched it to get it up.
awesome case study! I'm surprised that the overall CVR rates were pretty close in general.
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