This summer, the Adzooma team was joined by Cambridge students Sunil Grewal, formerly of Amazon, Akanshaa Khare formerly of the World Health Organisation, as well as 2020 Women Of The Future Awards nominee Srishti Warman. They undertook a variety of research projects, which we’ve written full reports of. You can find their other findings here: What makes online marketing work – An Adzooma & University of Cambridge Study A background look into how and why we ended up working with the University of Cambridge Why Your Content Strategy Is So Crucial To PPC Success The Cambridge team took a deep dive into sentimentality to help shape how you write your PPC ads How To Select The Best Digital Marketing Channel For Your Business We drove into our reams of data to determine whether Microsoft, Google and/or Facebook Ads is the best marketing channel for you One of the topics they looked at was based on a simple question: What makes a landing page convert? Now, there are parts of a landing page that you’ll hear marketers talk about time and time again.
You need relevant keywords to bring in the right kind of traffic to your website. You need good copy to sell your product and convince customers to cross the line. All of this is still true and you can read more advice about it in our guide to creating landing pages that convert better than your website. But it’s not the only contributing factor. And so, part of the research between Cambridge University and Adzooma was to understand how website quality can have an Water Transportation Email List impact on conversion rates. *Disclaimer – All campaign data provided to study participants was selected at random and anonymised. Increasing conversions with landing page performance For this study, the Cambridge students were given access to an extract of campaign data from Microsoft, Google and Facebook advertising that was being managed through Adzooma. These businesses were selected at random from a variation of industries to keep the study unbiased. In terms of landing page conversions, one of the tools that was invaluable for this research was Lighthouse.
The Google automation tool checked the quality of the landing pages from the data sample in terms of performance, accessibility and other best practice guidelines, delivering numerical values for each key area. The students then compiled this data, measuring performance scores against conversion data. Out of all the data submitted, only 5% of websites came back with a perfect score. For 95% of businesses in the sample, there was room for improvement in their landing pages. When analyzing the data, the Cambridge students didn’t just find a direct correlation between landing page performance and increased conversion rate, but also what aspects of landing page quality are the most important. We’ll outline all of these aspects in order of importance, starting with best practices. 1. Best practices Google Lighthouse best practices check to see that your website is built and formatted in the best way. They don’t check the content or copy of the page. If you’re interested in seeing the best practices for this, head further down the article.