Daniel Burstein

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

April 16th, 2012

The landing page for Desguaces y Piezas was performing quite well; however, the team wasn’t ready to rest on their laurels. By making a few minor changes, they significantly improved the conversion rate and reduced cost per conversion. Let’s look at this story and see how it can help you improve your own conversion rates.


The Background

Desguaces y Piezas is a lead generation site in the auto parts industry. The name roughly translates to “disassembling and parts.”

“Some time ago we were trying to convince a local auto parts company to run some SEO and PPC campaigns for their website,” said Wenceslao Garcia, CEO, Vexlan (the owner of the site).

“The owner told me he got another idea — most of the used auto part companies do not compete with each other because they have different catalogs, and they were (still are) spending so much money to get the same customer. So he suggested aggregating the PPC budget across them. And he was able to convince some other companies.”

The site provides leads to 25 companies across Spain. SEO provides 40% of traffic and PPC delivers the rest. The main form nets 4,000 leads per month, on average.

“Before running the test, for some time, we were happy enough with the 16.12% conversion rate. We thought it was a great figure and allowed us to make a decent profit out of it.”


The Test

Click to enlarge

(Please Note: In Europe, a comma is used on place of a decimal point)

Here are the main changes Wences and his team made to the treatment for this test:

  • Remove excessive explanatory text and focus on value to the customer — The team thought that users were looking to get a part directly and were not as interested in knowing about the company’s overall project. However, Wences wasn’t sure if just the landing page, without any copy at all, would give potential customers enough confidence to convert. So, they took a middle road and included stripped down copy, with a three-point explanation focused on the process for the customer, instead of background about the company’s overall project.
  • Shortened form fields — The team hypothesized that the control design form looked too long, and they wanted to reduce friction
  • Improved the call-to-action


The Results

The treatment improved conversion rate by 50.7% and cut the cost per conversion in half — €0.33 per lead versus €0.70 per lead for the control (for our American readers, those are Euro cents).


“I think the main thing we’ve learned is that we, as marketers, tend to focus on testing structural pieces — such as text, colors, calls-to-action, layout, etc.,” Wences said. “But I think the driver of conversion here was to understand the main differentiation our project had: aggregation of demand and 25 companies to respond at once, so more convenience for the user.”


Related Resources:

SEO Landing Pages: How your peers optimize for traffic and conversion

Landing Page Optimization: Minimizing bounce rate with clarity

Friction: 3 simple optimization tactics to get more customers from headline to call-to-action

Web clinic replay — Hidden Friction – The 6 silent killers of conversion

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.

Categories: Landing Page Optimization Tags:

  1. April 17th, 2012 at 14:02 | #1

    Great little case study. I might have to try that layout as well, that’s interesting. The form is usually on the right side so by having it on the left, made it actually stand out (for me at least).

    Good stuff!

    Jeremy Reeves

  2. Erik
    May 15th, 2012 at 11:10 | #2

    Testing these minor changes to see what works best for your company and your landing pages is a great way to improve your conversion rates. This was some valuable information. Thank you for sharing.

    Erik Bortzfield
    ion interactive

  3. October 4th, 2013 at 11:36 | #3

    Very good advice for positioning seo conversion congratulations a great post.
    A saludito

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