Northern California Honda Dealers

Challenge:

A website redesign and an aggressive SEM campaign had siginificantly reduced the acquisition cost for leads. With Google maxed out, we needed to increase the percentage of click through traffic that submitted their information to become a qualified lead

Strategy & Tactics:

Digital Axle began aggressively testing landing page optimization. We tested alternative colors, headline, messaging, matching search keywords to landing page content and alternative presentation of forms. The pages were submitted to live A/B tests.

Results:

In each case, winning alternatives incrementally improved form submission rates. In one case, a test of alternative placement of form information yielded a 129% improvement, cutting acquisition costs by more than 50% overnight.

Lead Form Layout Test

A: Horizontal Form B: Vertical Form (Test) C: Vertical Form (Default)