How a B2C Web Site's Landing-Page Tests Resulted in a 67% Jump in Conversions

by Jennifer Nastu
Case study published on 3/6/2007

When a top Web site took a close look its landing pages, company officials noticed something unacceptable: The landing page for the company's most popular search term converted about 30 percent less frequently than the company's general landing page. By simultaneously testing four new versions of the landing page, the site was able to ensure relevance, increasing conversions 67%—and decreasing abandonment rates to boot. For any marketer who struggles to make ads and landing pages directly relevant to the consumer's search, this case study provides valuable insight.