Paying For More Traffic Vs’ Optimizing For Your Existing Traffic
Adding budget to your campaign gives a predictable outcome. It grows in a linear fashion. Best case scenario, double your spend and you’ll double the number of customers you acquire while maintaining the same cost of acquiring each customer. The following scenario does not take into consideration optimizing your PPC campaigns. We highly recommend that you do not optimize a PPC campaign and a landing page simultaneously.
Option 1:Pay For More Traffic
Increase Conversions Without Landing Pages
More cash = more customers. It’s predictable, but it’s not efficient and not improving your marketing ROI.
Most businesses turn to landing page testing after they are at a standstill on PPC conversion rates which brings us to option 2.
Option 2: Optimize Existing Traffic
Increase Conversions Via Landing Page Testing
Statistically, it is cheaper to keep an existing customer than to find a new one. Similarly, it makes complete sense to get the more from your existing traffic than to go after new traffic. Improve your conversion rate with landing page testing and increase your advertising ROI.
As we allocate more of our advertising dollars to landing page testing (CRO), our traffic spend decreases which results in fewer visitors, however, the improved conversion rate more than makes up for this by bringing in more customers and ultimately reducing the cost per acquisition (CPA).
Why? Because an optimized page will continue to produce the new conversion results obtained in month 2, 3, 4, 5 and onward.
Landing Page Testing otherwise known as Conversion Rate Optimization will save you money!
By investing in conversion rate optimization, the cost of acquiring a new customer drops. A lower acquisition cost means your marketing campaigns are more efficient, ensuring that more sales are made from the same marketing spend.By proving you can increase sales, you will be able to convince stakeholders that optimization is a worthwhile investment.