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Pure Flo's Brian Grant Discusses Landing Page Optimization

November 4, 2009 By Heather Fletcher, Senior Editor, Target Marketing
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Sometimes companies have to dig deep and do some soul-searching before exploring new marketing frontiers. But before Santee, Calif.-based water supply company Pure Flo could expand its mostly business clientele, it needed to do some work on the Wild West feel of its landing page efforts that were sending most Web searchers to the homepage, where they had to fend for themselves. Landing page optimization was in order so Pure Flo could gather more leads and improve online conversions.

The search marketing firm Pure Flo uses was telling it as much. Pure Flo President Brian Grant says San Diego-based Engine Ready suggested the landing page optimization in June, and by August 2009, Pure Flo was seeing a continuous stream of leads and conversions flow in from its Web site.

Target Marketing: Which landing pages did Pure Flo test and why?
Brian Grant: We have such a complex product ... that sending [people] to our homepage was kind of confusing for a potential customer. They don't know where to go. So to customize the landing page to what they're looking for made a lot of sense. ... We have a whole office coffee service line, and then we have a bottled water line and then we have a filtration line. And those are three separate lines. And it was just consumers staring at three different places to put their ZIP code in on our homepage. It's not real[ly] attractive. ... [We tested] those three. The coffee, the filtration and water delivery. ... There may be more [landing pages] coming, I would imagine. I mean, we could get [more refined] than that. ... Since we wanted to improve conversion rates, we wanted to take them directly to the product they were searching for, and at that point, they could fill out a form to create a lead for our sales people to go close, or they could click into the store and actually make an order right on the spot.

TM: How was optimization of search, both paid and organic, involved in the fine-tuning of landing pages?
BG: It was pretty much pay-per-click only, but looking at SEO, as well. We switched a lot of the keywords ... to see what the conversion rate was of each one. We did the testing for several months ... June through August 2009.

TM: Considering that after a month of going live with the newly designed landing page Pure Flo experienced a 118 percent increase in online conversion rates and a 253 percent increase in the number online leads, is there any more Pure Flo needs to do to improve its landing pages?
 

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