<< by on September 30th, 2009
You may recall in one of my recent blogs “Landing Page Testing – If You Test It, Leads Will Come” I described how a recent client of mine underwent a landing page test to determine which offer drove more leads, a whitepaper or a video. During the landing page test we found that by offering searchers a free 3-minute video describing the company and its offerings in exchange for their contact information there were 373% more leads obtained than there were when we offered searchers a free whitepaper in exchange for their contact information. Yes the increase in the number of leads was very impressive, however, I’m embarrassed to say that I left out the most impressive statistic of all… cost per conversion or cost per lead!
Cost Per Conversion is a metric used to determine the number of dollars spent to obtain each conversion, or in this case lead. Therefore, cost per conversion may be determined by dividing the total dollars spent by the total number of conversions (or leads) obtained.
During the landing page test when 50% of searchers were shown the whitepaper offer and 50% were shown the video offer it was realized that the cost per conversion for each lead obtained from the video offer was 35% less expensive than the cost per conversion for each lead obtained from the whitepaper offer.
Even further, comparing equal time periods before and after the landing page test when 100% of searchers were shown the whitepaper offer vs a time when 100% of searchers were shown the video offer, it was realized that each lead obtained from the video offer was 60% less expensive than each lead obtained from the whitepaper offer!
**Although a video offer drove a greater number of leads at a lower cost per conversion for this client, it may not be the case for all clients. So as always, I urge you to undergo your own landing page tests before choosing the best landing page… you may be surprised.