Landing Page Optimization: What would a 1% conversion rate improvement mean to your marketing ROI?
In the below, free video of Session #1 of the new MECLABS Landing Page Optimization online course, Flint McGlaughlin, Managing Director, MECLABS, introduces the main conversion heuristic used as the central spine for the overall course …
If you’re not familiar with landing page optimization, it can be an extremely powerful way to increase the overall ROI of your marketing budget.
Think about it for a moment. No matter what you invest your budget in – from paid media like a newspaper ad, to inbound marketing like a blog – you likely send many potential customers to a landing page for conversion, which can be anything from lead capture to final purchase.
What 1% means to your marketing ROI
So, by making a small conversion optimization improvement to your landing pages, you are earning a better return on every upstream investment you made sending prospects to that landing page. What could even a 1% improvement in landing page conversion rate mean to the ROI of all that money, time and resources you’ve already invested in driving traffic?
Of course, I can’t answer that for you, but consider this – every other department in your company is likely constantly trying to improve efficiency (and many already have). For example, manufacturing has greatly increased its efficiency over the last 20 years with Six Sigma.
Speaking of Six Sigma, General Electric continues to push for greater efficiency in operations, as well. In fact, the company recently calculated that a 1% reduction in system inefficiency would save its health care customers $63 billion over the next 15 years, and a 1% fuel savings would save its gas-fired power generation customers $66 billion over the next 15 years.
So what can 1% mean to you? If that increase in conversion happens at the right place in your funnel, you might be pleasantly surprised by its impact.