How Phelps Digital Increased Landing Page Engagement In Just 7 Days
CHALLENGE
Phelps Digital’s client, a small town furniture store in the northeast, had a basic website set up with general landing pages for their SEM ads. When looking into performance on these ads, we saw a high click thru rate indicating a quality customer and ad, but a high bounce rate on the website. After digging into the website we determined this was due to the lack of navigation on the landing page, which ultimately discouraged users from browsing inventory.
SOLUTION
Working as a team without client’s website provider, we used real data from the website to update these landing pages. Phelps helped improve category selection by including a simple set of buttons on the focal point of the page that allowed users to reach inventory. Farther down the page we also highlighted in-stock inventory options. These additions would help entice users to visit multiple pages on the site and enhance the overall user experience, providing streamlined browsing.
RESULTS
Just 7 days after Phelps and the website provider implemented these changes, our client saw a 77% decrease in bounce rate from their SEM campaigns landing on these newly designed pages. In addition, pages per session increased by 98% and conversion rate related to SEM campaigns increase by 102%. These immediate results proved that restructuring the furniture store’s landing page had played an enormous role in elevating the users shopping experience and ultimately their monetary return on both their website and SEM investment.
