time on site
page views per visit
decrease in bounce rate
LandCentral, an online seller of undeveloped properties in the United States, was looking to improve the conversion rates for their landing page promotions. They were also seeking to make their visitors’ landing page experience as frictionless as possible, while simultaneously increasing average time on site.
Response Capture conducted a conversion audit of LandCentral’s existing page to understand the areas of motivation for the visitor, friction points, perceived anxiety, and incentives to act. Through the conversion audit, Response Capture identified an opportunity for LandCentral to include a prominent headline containing the primary value proposition (explicit savings) and reinforcing the value proposition with the call to action. Since selling property online is new for many site visitors, Response Capture recommended the landing page include multiple quotes of satisfied buyers from each target segment.
After all recommendations were shared, Response Capture created a wireframe of the new visual hierarchy, structuring the flow of the page in a linear progression towards the call to action. The resulting landing page was designed by LandCentral’s in house team to be tested on a Labor Day promotion.
The Labor Day sale landing page experienced a 73% conversion rate, and sold 22% of LandCentral’s Labor Day inventory. Average time on site increased 83.25%, and average page views per visit increased 58.27%. LandCentral’s bounce rate also dropped by 85%.
“By turning over our processes to Response Capture, we were able to identify points of friction on our site. Response Capture helped us build a successful landing page that gave our customers the reassurance and comfort necessary to move smoothly through the buying cycle.”