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Infogroup

Skyrocketing Conversion Rates with High-Performance Landing Pages

"The ion platform has made testing very easy and user friendly.  In the past year we have seen our registrations increase by over 50%." — Nicole Bukacek, Director of Online Marketing, Infogroup

background

Infogroup offers solutions to improve every aspect of a marketing campaign from quality consumer data, e-mail and direct mail solutions, database processing and more. Infogroup's comprehensive databases include 210 million U.S. consumers, 14 million U.S. businesses, 13 million executives and professionals, and so much more. 

the challenge

Without a way to create, manage and implement landing page testing for multiple brands and segments, opportunities for conversion improvement were limited. With a current customer base of 4 million users - and growing, Infogroup sought a way to increase the efficiency of their landing page program through testing and optimization.

the solution

In February 2009 Infogroup adopted the ion platform and watched their conversion rate increase at an exciting rate.

Using the platform, Nicole Bukacek, director of marketing,  manages and tests well over 500 landing pages and counting. Before ion, Nicole was only able to manage one landing page per business unit with no testing. At the time she was not tracking conversion rates, although she says, “now we are consistently seeing a 15-17% conversion rate.”

After adopting ion's platform, Bukacek was empowered with the ability to quickly create multiple landing experiences for each business unit. She says, “Now I have landing pages for individual keyword groups for our paid search marketing.  Having the individual landing pages has increased our quality scores with Google, and given the user content that is more specific and focused on the keyword and what they are looking for, rather than a one size fits all type of landing page.”

Being able to quickly and easily create variations of each landing page led to the ability to implement landing page testing against each other and find high-converting champions.

“We were not testing before so having the ability to test has made a world of a difference.  We have seen our conversion rates go from our 3% when we first started to rates as high as 20%+ because of a different page we have been able to test. It’s so great to have the ability to see the amount of people who are landing on our pages and converting. The platform has made testing very easy and user friendly.  In the past year we have seen our registrations increase by over 50%.”

Going forward Infogroup will continue expanding and growing their landing page optimization program taking advantage of the scale, customization and flexibility provided by ion.

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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%.