Overview:
Yesmail is an award-winning provider of online email marketing solutions for enterprise companies and small to medium size businesses. Yesmail boasts a full portfolio of digital marketing solutions and tools including an award-winning, cross-channel campaign management platform, best-practices consulting, award winning creative services, data management and direct marketing applications. Yesmail owns and operates numerous websites and sub-domains to cater to marketers managing acquisition and retention marketing programs.
Objective:
Boost conversion rate of Yesmail’s PPC landing pages in order to decrease overall cost per conversion.
Challenge:
Yesmail had been utilizing a single landing page template since the beginning of their PPC accounts, meaning that a large number of landing pages would have to be adjusted and tested. Moreover, each campaign would have to be tested individually to ensure that the final landing page design was indeed the best across multiple campaigns.
Strategy:
Anvil worked with Yesmail to re-design their current landing pages in a way that not only followed best practices, but also allowed for easy testing. In order to ensure an improvement, multiple landing page versions were built for split testing, each with a slightly different wireframe, different text and new calls to action. All landing pages ran in rotation with full tracking installed.
Results:
Two months after testing began, Anvil had not only found a winning landing page, but had also achieved a 100% increase in conversion rate and a 40% decrease in cost per conversion.
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