Within 15 days of starting work with a seminar company we quickly noticed that the majority of their traffic from Facebook was coming from mobile. We took their highest converting landing pages and created custom mobile pages to monetize the traffic. Here is how we did it.
July 2015 Mobile versus Desktop on a $27,000 campaign
August 2015 Mobile versus Desktop on a $34,000 campaign
October 2015 Mobile versus Desktop on a $25,000 campaign
November 2015 Mobile versus Desktop on a $24,000 campaign
February 2016 Mobile versus Desktop on a $27,000 campaign
Create mobile optimized landing pages that maintain or beat the control for the desktop landing pages.
We implemented Hotjar and Visual Website Optimizer to begin testing different landing page variations. We ran 20% of live traffic to these campaigns to ensure we did not get any false positives in our tests. Hotjar, a user screen recording software allowed us to see conversions barriers in real time and allowed us to make adjustments accordingly.
Our 5th variation was able to beat our desktop control and we rolled out the new mobile page to all of our campaigns.
Our mobile pages actually beat our desktop controls by a factor of 2:1. With the increased traffic and higher conversion rates on mobile we were able to decrease overall cost per registration, CPR, by 60% for all over our campaigns. This simple optimization had a dramatic increase on campaign ROI's across the board. This was critical to our success because as the months went by traffic continued to skew towards mobile.
60% less CPR
From The Client
“These guys have built such a strong relationship with our organization that we consider them an extension of our IT department. We always know that excellent service is just a phone call or e-mail away and that we will receive the same level of attention they always provide that makes us feel like we're their top priority.”