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

Paychex

Using ion & Mongoose Metrics to Track Conversions.

How integrating ion’s landing page management platform with Mongoose Metrics’s call tracking software helped Paychex accurately attribute their online marketing conversions.

"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."–Jesse Kanclerz, Paychex, Search Marketing Analyst

background

Paychex is a recognized leader in the payroll, human resource, and benefits outsourcing industry. They offer an ever-growing variety of payroll and human resource products and services that are customized for each of their clients’ business needs. Paychex helps over half a million small to medium-sized businesses with their HR needs.

a partial view

Paychex is known for their customized services, so even when their prospects start with an online search inquiry, they tend to call just as often as they complete a form. Tracking and optimizing for those phone call leads wasn’t possible with the online advertising management software that Paychex was using, so they added call tracking analytics to their arsenal of tools. However, to see how well an online marketing campaign had truly performed they had to manually piece together performance analytics from two separate software platforms to merge form leads with call leads. Combining the data from the two separate software programs showed that calls ended up representing close to 70% of their leads from paid search advertising. The process of manually merging the two data sources was sure to slow down Paychex’s plans to optimize their online marketing spend through landing page testing.

The marketing team wanted to start a comprehensive testing program to increase both form leads and calls, but without a single, easily accessible view into combined performance analytics their efforts could be wasted because lead attribution would likely be murky. Paychex quickly realized that in order to start running better paid search campaigns they needed the ability to optimize their landing pages based on both phone calls and form submits in a single management platform. They needed a solution that would make it easy to correctly analyze campaign and testing performance so that they could quickly and accurately attribute ROI to the correct marketing campaigns.

solution

Paychex found their solution in ion's platform. ion is a cloud-based landing page management software that integrates seamlessly with Mongoose Metrics’s call tracking software. ion’s expert team helped guide the simple integration between the two platforms, so Paychex could track both phone call and lead form conversions in a single view within the ion platform.

seeing the bigger picture

Using ion and Mongoose Metrics, the Paychex marketing team is able to test and optimize over 250 paid search landing pages based on accurate and complete analytics. Without this integration their testing results could be inaccurate, and it would be time-consuming and cumbersome to manually combine data from multiple sources to analyze live tests. Instead, they can now reference a single source to see which pages & campaigns are driving the most calls and form leads. As Jesse Kanclerz, a Paychex Search Marketing Analyst, explained further, “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's platform and integrated call tracking.”

Paychex now has a clear understanding of their overall campaign performance, plus they have discovered specific traffic source insights. For instance, they’ve noticed that they get fewer phone call leads from display ads than they do from search, and that branded keyword terms tend to attract people who prefer to call. These insights are helping them build better landing pages.

Jesse credits ion with making this analysis possible: “ion makes it very easy to segment different sources of traffic compared to free tools where you only see traffic in the aggregate for a test. I know that different sources of traffic have completely different behaviors. With ion's platform, it’s nice to be able to break out and analyze traffic by whatever you want.”

what’s next

Thanks to the ion and Mongoose Metrics integration, Paychex can accurately attribute conversions and they’re ready to launch more tests. They recently started to test a multi-step conversion path versus a microsite for their paid search campaigns. They also plan to start customizing calls to action based on specific traffic source trends that highlight preferences for calling or filling out a form.

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%.