ion - best landing page software
ion - multipage post-click landing page experiences
ion - mobile optimized landing pages, microsites and conversion paths
ion - landing page testing of more than headlines and button colors
ion - moving fast and launching ideas without code or developers
ion - landing page targeting and personalization
ion - landing page software integration
ion - turning click throughs into breakthroughs

Resources

Anvil

From Zero to Mobile with ion

"Replicating and easily tweaking pages with the ion platform saves us a ton of time. It probably takes a quarter of the time that it would usually take to individually build out all of those pages." –Kim Toomey, Senior Account Executive, Anvil Media, Inc.

background

Anvil Media is a search engine marketing agency that specializes in search engine optimization (SEO), pay-per-click (PPC) management, mobile and social media marketing services. Anvil doesn’t have full-time developers on staff, so before they started using ion, they simply didn’t have the resources to build landing pages for their clients. In order for Anvil to test its conversion optimization suggestions, it had to place the burden of building landing pages on clients.

Thanks to ion, Anvil’s account team is now able to quickly create and test landing pages on a large and ever-expanding scale – without placing any burden on clients – for some pretty remarkable results.

Take, for instance, the story of how Anvil was able to leverage ion’s scalability to take its client, Insight Schools, from one landing page to multiple pages and a mobile landing page campaign.

From one to many

Insight Schools is a public online high school available in eight states. Anvil manages a PPC program for Insight Schools which includes a very large and wide variation of keywords ranging from “online high school” to “high school diploma.” Insight Schools initially had a low quality score for some keywords because it was directing traffic from the broad range of keywords to one generic landing page.

Using the platform’s templates, Anvil quickly built five different landing pages based on five different keyword themes. Then, instead of making eight different state-specific versions for each of the five keyword-themed pages, Anvil used the platform’s dynamic content substitution tool to automatically change the page copy and logos for each state. Creating and managing 5 pages instead of 40 not only saved Anvil production time and made test management easier, but it also had some pretty remarkable results.

One month after launching the keyword specific landing pages, Insight School’s quality score improved by 22% and its average cost-per-click decreased. For Anvil, ion meant that it was able to deliver faster results to its client.

From many to mobile

Excited by what it was able to accomplish, Anvil was inspired to test another concept utilizing the ion platform: mobile landing pages. Insight Schools was a perfect client with which to try mobile, because its target audience consists primarily of teenagers with smartphones.

Using the platform’s mobile templates, Anvil created a mobile landing page with two calls to action: a click to call button and a request for more information inquiry form. As with their previous landing page, Anvil used the platform’s dynamic content substitution feature in the mobile landing page to swap out copy and logos for each state accordingly. Once the page was completed, Anvil paired ion’s mobile landing page with Google AdWords mobile-only campaigns.

The result

The conversion rate for the mobile campaign was 40% higher than traditional non-mobile online ads and the cost-per-conversion was 51% lower. The mobile campaign quickly became one of Insight School’s lowest cost-per-conversion campaigns.

what’s next?

Anvil plans to create and test more ion mobile landing pages for additional clients. The ion platform was a key enabler, helping take Anvil from not being able to create landing pages themselves, to creating mobile pages. Anvil plans to keep expanding its reach and success with ion in the future as well.

Download Case Study PDF

Landing Page Case Studies: B2B
Dell
Dell

“ion was a key enabler in our online lead gen strategy that resulted in a 10X increase in opportunities for our sales teams in a two year timeframe.”

DHL Express
DHL Express

“Going from a very low conversion rate to as much as nine percent, now, has really made a difference in our ROI.”

Paychex
Paychex

“We wouldn’t be able to report on the full scope of how much revenue and how many leads paid search is driving without both ion and Mongoose Metrics.”

Landing Page Case Studies: B2C
Genworth Financial, U.S. Life Division
Genworth Financial, U.S. Life Division

“Over the course of two years, ion has helped us increase our lead volume by 3,000%. We’re boasting a staggering 350% increase in digitally-driven revenue.”

American Greetings
American Greetings

“On Mother’s Day alone, the real-time change in traffic splits resulted in over $45,000 in incremental revenue. That’s revenue that would have been lost without ion’s actionable, real-time approach. We don’t continue to lose on any test—we auto-optimize as soon as we have significance.”

General Mills Canada
General Mills Canada

“With the flexible, reactive nature of the ion templates, I can modify and iterate landing pages on the fly which ultimately makes it so much easier to create targeted, specific landing pages.”

Landing Page Case Studies: Agencies
Axway
Axway

“Using ion’s platform to manage and test Axway’s PPC landing page program has helped Anvil save Axway over $100,000 per year, increasing their ROI by 291% (including services costs). Axway has seen a significant improvement in the number of leads and in the cost-per-lead since this program started.”

Closed Loop Marketing
Closed Loop Marketing

“The ion platform enables a continual cycle of innovation that allows our clients to maximize the return on their online marketing—I see it as a direct source of competitive advantage for them.”

Maggiano’s
Maggiano’s

Because the landing page converted users at such a high rate, Maggiano’s decided to put a link to it up on their website home page. Almost a month after the initial launch, traffic on the landing page is still converting at 65%.