Daniel Burstein

Landing Page Optimization: What would a 1% conversion rate improvement mean to your marketing ROI?

December 26th, 2012

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.


Related Resources:

MECLABS Landing Page Optimization online course

Conversion Rate Optimization: Minor changes reduce cost per conversion 52.9%

Marketing Campaign: Landing page optimization can help improve the return on your media spend

Landing Page Optimization: How an engaging headline and revamped layout led to a 26% conversion rate gain

Daniel Burstein

About Daniel Burstein

Daniel Burstein, Senior Director of Editorial Content, MECLABS Institute Daniel oversees all editorial content coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the editorial direction for MECLABS – working with our team of reporters to dig for actionable information while serving as an advocate for the audience. Daniel is also a frequent speaker and moderator at live events and on webinars. Previously, he was the main writer powering MarketingExperiments publishing engine – from Web clinics to Research Journals to the blog. Prior to joining the team, Daniel was Vice President of MindPulse Communications – a boutique communications consultancy specializing in IT clients such as IBM, VMware, and BEA Systems. Daniel has more than 15 years of experience in copywriting, editing, internal communications, sales enablement and field marketing communications.

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