Summary

The Internet has become the starting point for
the people who find information on opportunities to work from home.
As the Internet is rapidly changing, so are the visitors
themselves. Many sites still rely on a
form to lead consumers to sign up and pay for its work from home
system guide in which in today’s world is not as effective as it
used to be.

A business opportunity company wants to
promote its work from home service through the AdOnion Network.
This case study shows you how the AdOnion advertiser improves their
landing pages and site navigation as a result of increased online
marketing ROI.

Challenge

“I’m facing a problem just like any other
advertiser — the conversion rate,” says Oliver Kay, AdOnion
Advertiser. “I am looking for an experiential campaign that would
stick in people’s mind. We want to try something that entices
visitors to complete the form after they have read the landing
page.

Oliver knows that he needs to focus on his
landing page and tries several copy rewrites. He also needs to
analyze the websites in AdOnion’s marketplace which can bring the
potential clients, then find the right levers to boost conversion
rates and keep them high.

Campaign

“The landing page originated from my
philosophy that content can attract people while also doing good
things,” Oliver says. “You can create content that touches people’s
lives and make a difference, and the landing page can make you
money.”

Here are the four steps Oliver followed:

Step 1: Create A/B
landing pages

Oliver wants to find out which messages can
generate both high quality and large quantity leads in AdOnion’s
Marketplace. He designs a series of 3 A/B landing page tests. The
Key of A/B landing page includes:

#1 Page headline:

To attract the
visitors to notice your service, headline is important. Oliver uses
3 different headlines, that is:

-
Factual: “Fill the form Now”

-
Benefit-oriented: “Learn to work from
home on the Internet”

-
Instructional: “3 steps to make money from Home”

#2 Add more reassuring content:

Oliver decides to play to her strengths on the
site and focus on creating content throughout that educates the
visitors, and made the work from home experience feel easy and
comfortable.

Example article posted prominently on the
landing page:

“Why Millions of people are making money from
Home via internet?”

“Learn how to earn up to $1,000 a day”

“Need help to make money from home? Try us
now.”

#3 Encourage your customer to write the
reviews:

Oliver knows that the potential visitors trust
customers more than anyone else. So he adds a product review
function in the landing page. Then, he contacts existing customers
through e-mail, phone and postcard. To encourage the existing
customers to write the review, Oliver mails a gift to each
customer.

Step 2: Research
competitive sites

Oliver has seen large competition of working
from home services; so he analyzes those competitors’ sites, find
out how they promote their services. He collects all URLs, which
have relationship with competitors’ sites. He tries to find out if AdOnion Marketplace has
these websites or the similar sites.

Step 3: Implement A/B landing pages with live Web
traffic

Oliver creates 3 campaigns, which are targeted
to the same websites. AdOnion Network drives 5,000 unique visitors
to each campaign daily, to get a reliable winning version that
landing page conversion is better. Oliver serves each campaign to
50,000 visitors over a few weeks.

Result:

The winning page directly increased online
sales by 28.1% and surpasses his expectations.

Besides achieving their goal to boost sale
conversions, the test also gave Oliver valuable insights that
researching the competitors is important. As AdOnion’s Marketplace
has lots of publisher websites, doing research can help Oliver
easily find out the niche websites which can bring targeted
visitors to his landing page.

A strong headline helped convince visitors to
sign the form and buy the work from home system guide. Oliver
notices that “benefit-oriented” headline has the best conversion.
And the visitors stay an average of 2 minutes on the landing
page.