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Client Case Study: Conversion Improvement with Dynamic Content

Background:

SmartSearch Marketing is a full-service search engine marketing agency. As part of our comprehensive methodology we focus on increasing conversion rates for B2B clients and companies with a complex sales cycle. Clients benefit from our landing page testing and website Conversion Rate Optimization (CRO) services.

Specifically, we use ion Interactive LiveBall ™ platform to develop, host, test, and optimize PPC landing pages and microsites.

One of our enterprise clients provides ERP software and services for global manufacturers. SmartSearch has developed several lead-gen microsites for this client. We manage highly-targeted Pay-Per-Click (PPC) advertising campaigns across several channels to drive prospects to these pages.

Challenge:

Searcher behavior and keyword research indicates that thousands of searches per month are being conducted related to the topic of “lean manufacturing”

Initial Challenge: Many searches were being conducted, and prospects were being driven to the client’s microsite, but visitors were not taking the desired action on the site, nor converting into leads.

SmartSearch needed to better segment visitors and improve engagement in order to increase conversion rates.

Solution:

By utilizing one of LiveBall’s features, Dynamic Content Substitution, SmartSearch was able to better align keywords and ad copy with landing page messaging to boost PPC conversion rates.

Specifically, we matched the prospects’ search query, with the message and keywords in the PPC ad – which enticed searchers to click on the ad. Then, when visitors clicked-through to the microsite, due to LiveBall’s Dynamic Content Substitution feature, prospects saw that same keyword, or phrase, in the headline of the landing page.

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Results:

By aligning messages from search query >> to ad copy >> to landing page, SmartSearch was able to increase conversion rates.

  • After the first month of implementing Dynamic Content Substitution / Message Match, more than 60% of visitors searching for Lean Manufacturing- related keywords, engaged with some element of the microsite (compared to 0 – 24% rates prior to testing).
  • Conversion rates also increased dramatically. Before testing, conversion rates were at 0% for all keywords in this test. After testing, conversion rates increased within the first month by more than 12%.

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LiveBall™ Dynamic Content Substitution proves to be a cost-effective method to align searcher intent with advertiser information, which leads to improved conversion and ROI.

The LiveBall platform allows us to engage in rapid, iterative testing of landing pages and microsites. Specifically, Dynamic Content Substitution enables us to align search queries and PPC ad copy with landing pages. We’ve found that consistency of message plays a key role in improving conversion rate. Dynamic Content is one of many LiveBall tools that allow us to quickly and cost-effectively maximize our clients ROI.”   – Patricia Hursh, SmartSearch Marketing President and Founder

In the first month of testing, QAD’s conversion rate increased 16% and 12% for individual keywords included in our PPC program. The combination of our team at SmartSearch Marketing and their use of the LiveBall platform allows QAD to align specific messages to our target audience and consistently gain more quality leads every month.”  – Kerry Allen, QAD Sr. Director, Marketing

Can we improve your results?

For additional information on this case study, or to learn more about SmartSearch Marketing,
contact us at 866.644.3134 x701 or info@smartsearchmarketing.com.
Ask about our complimentary Search Marketing Audit.

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