Dynamic landing page optimisationAchieved 105% conversion uplift
House of Kaizen partnered with Avis UK to optimise the performance of its PPC campaign.
House of Kaizen developed a methodology to dynamically manage landing page content ensuring consistency with the ad promise and dropping users deep inside the booking engine. The conversion rate increased between 62% and 105%, depending on the ad groups.
Avis UK had a strong PPC campaign, but it was not performing as efficiently as it could. Traffic was being driven to the company website, but because it was all arriving at one generic landing page the visitor’s unique needs were not being met which meant conversion rates were not as high as they could be.
Avis wanted to optimise its PPC campaign, sending users to landing pages tailored to each keyword and ad group without incurring significant creative costs, time and trafficking effort.
HOK furnished Avis with its dynamic landing pages platform that fulfilled the ad promise of each keyword and ad group without incurring additional creative costs or requiring thousands of page permutations.
HOK’s solution provided complete consistency between ad and landing page and removed obstacles to conversion. This significantly lowered the number of clicks per booking (- 27.5%) and led to a 60.3% increase in ROI.
No IT intervention from Avis was required. The client IT team was only involved in the creation of a subdomain for HOK to use while testing in order not to affect the click-through rate.
HOK landing experience
Traffic is directed to a landing page consistent with the location specified in the keyword search.
In this case, “car hire London” directs the user to a landing page where the headline, pick-up locations, incentive and picture are all dynamically displayed to be specific to London.
Avis landing experience
All traffic is directed to a standard landing page regardless of location specified in the keyword search.
How we increased conversion
PPC channel performance audit
- HOK identified conversion gaps and opportunities within Avis UK’s ad
- We analysed the performance of
products promoted in specific keyword
groups and how well they fared
against Avis UK’s main competitors.
- These incisive insights demonstrated exactly where to focus resources for maximum ROI.
Landing page design integration
- HOK then created designs for key page components.
- We identified the variables - the page elements that change according to the visitor’s search parameters.
- HOK’s eye-path analysis ensured the
user was walked through the value
proposition towards the call to action
in clearly sequenced steps.
- We created business rules to dynamically
manage content ensuring key elements
of both the value proposition and the
incentive were consistent with the ad
groups and keywords being targeted.
- Integrating 3rd party ad server tags
HOK ensured full visibility of the
optimised conversion rate funnel to
both Avis and the search agency.
A/B/n split testing
- HOK’s split testing methods allowed
the dynamic landing pages to run
side by side with Avis’s normal
- The landing pages were shown to
deliver an increase in conversion
rate. Subsequent tests were then
conducted to optimise the pages’
The results: +60.3% ROI
HOK Active Pages consistently delivered an increase in conversion rate, significantly lowering the number of clicks per booking (-27.5%).
- Conversion rate: +74%
- Revenue: +15%
- Clicks-to-booking ratio: +27.5%
- ROI: +603%
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