Landing Page Case Study:
Verz eCommerce Google Ads Campaign
As a successful eCommerce solutions provider in Singapore, Verz Design leverages on helpful webpages, blog articles, and the like to help generate leads for the company.
Back then, when people clicked on one of our Google Ads, users are redirected to our eCommerce webpage. However, over time, the company realised that the expected conversions from this existing page have been underperforming, on top of having to pay for an expensive cost-per-click price every time a user clicks our ad.
This has led Verz Design to work on having a fully functional landing page for our eCommerce web development services in Singapore. To fully realise our vision of having a cost-effective Search Engine Marketing (SEM) campaign, our team mixed together creative strategies that will elevate the design, content, and performance of our ads.
The Verz Process: From Vision to Reality
01 ENGAGING CONTENT
Ordinary webpages have contents that are written for the general audience — people who are still unsure about what they are looking for. With a landing page, contents are tailored specifically to a target audience, which in this case, are the potential eCommerce web development clients who are already further down the marketing funnel.
Since users of our landing page are already focused on finding the right solutions provider, the first step in showing what we can offer as a trusted eCommerce solutions provider is by having an eye-catching headline that articulates our value proposition. The headline must likewise convey a striking overview of the landing page by properly introducing the user to the essential things they need to know.
With that in mind, our professional copywriters took the mantle in ensuring that the landing page’s headline would entice users to read further. From the top-down, we carefully crafted each word to be simple yet effective for prospects to easily digest the benefits of our eCommerce web development packages. The provision of focused and captivating calls to action was added as the final touch, encouraging visitors to schedule a consultation with Verz.
02 LANDING PAGE WEBSITE DESIGN
When strategizing about the design of our landing page, we wanted to implement a minimalist approach to avoid distractions that can be caused by redundant visual elements. We removed all navigation items for the user to focus on the page itself. After all, landing pages by nature are designed to only have one clickable link which is the call to action button. Considering these methods, we were able to deliver a user-friendly web design that puts consistent and targeted user flow as the page’s priority.
With the landing page’s goal to deliver a functional and memorable experience, our design team included helpful features such as client testimonials, a gallery of past projects and enquiry forms for the users’ convenience.
A dedicated section for client testimonials assures prospects of the quality service we provide. Likewise, a gallery of past projects likewise lets users have an idea of our design and development capabilities. Once these features have done its part, strategically placed enquiry forms are always available for visitors to successfully convert.
03 THE SEM CAMPAIGN STRATEGY
Taking note of our marketing team’s ability to determine search-friendly keywords, we gave them the liberty to not only coordinate with the landing page content for our SEM come up SEM Campaign, but also to provide ad copies that would grab the attention of our prospects on Google search.
More than that, we accentuated the use of relevant keywords in our ads to ensure that they are consistent with the ones used on the landing page. On top of having an attractive ad copy, this method has allowed us to improve our Google Ad Quality Score, which then reduces the cost-per-click of our ads, eventually giving out a higher impression share.
04 TESTING AND IMPLEMENTATION
In web design, A/B Testing is a practice where two live versions of a page are given to a variety of users to determine which version is better in terms of processes, user experience, and performance.
After implementing our desired SEM strategy, our marketing team ran an A/B test for 2 months to review the effectiveness of our new landing page. The budget for running the two versions was split 50-50 for each variant to leverage on a fair amount of resources.
Our objective was simply to reduce the cost-per-click and to improve the conversion rate of our ads. From 1 June to 31 July, we were able to compare the performance of clicking a Google Ad and arriving at the landing page with clicking a Google Ad and arriving at our eCommerce service page.
After two months of testing, our team analysed the results and found out that the new landing page gives out a far better performance. We declared it as the winner since the SEM campaign resulted in:
- – 70% drop in cost-per-click
- – 40% increase in conversions
- – 10% increase in clicks
- – 5% increase in impressions
Once we’ve finished running our experiment, our team learned that having a landing page greatly influences the cost per click and conversion rate of a Google Ads campaign. This has allowed our company to improve the leads and sales of our eCommerce projects at the same time saving up on advertising resources.
Creating a landing page that complements our Google Ad campaigns has allowed us to deliver a focused and engaging user experience that generated leads, prompted phone calls, increased sign-up rates, and initiated conversation with potential clients.
Realizing that a landing page-powered campaign is also a closed loop marketing approach, our sales team can now easily get in touch with a prospect not only to persuade them to convert, but also to understand their behaviour as well as buying process. Thanks to our new landing page, applying improvements in our marketing strategies for a more effective, efficient and relevant conversion process in the future became even more possible.