Landing Pages Generate Success
Kindermusik Generates Over 40,000 Leads in a Year
Client: Kindermusik International
Web Site: promo.kindermusik.com
Challenge: Kindermusik needed to improve online parent outreach and maintain a relatively low cost per lead.
Portent’s Process: Launch, Test, Repeat
1: Test. Portent created a series of landing pages promoting Kindermusik and launched a Google Adwords campaign. We then tested these landing pages against each other, tracking which pages performed best using Google Analytics and our own custom solutions:
Your gobbledygook is our gold.
With Google Analytics and Portent’s cookie storage solution, we could track leads to enrollments.
2: Review. After a few weeks, we reviewed the results. It was immediately clear that one page vastly outperformed the rest:
Testing showed that this landing page outperformed all others 2:1.
3: Repeat and Fine-Tune. Then we did more of the same, trying different ads in different places, testing different offers, and constantly evalating the results. We also used Google Website Optimizer to test more intricate combinations of headlines, artwork and offers.
The Result: Leads, And More Leads
Our campaign generated over 40,000 leads in a year while meeting Kindermusik’s cost per lead goals. Kindermusik’s conversion rate continues to rise, up from 10% to 17%.
Plus, we used campaign data to guide changes to Kindermusik’s main web site. These changes resulted in another jump in lead generation.
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