The red Vegas.com logo sits atop the page, inside just a simple banner bearing the phrase that informs visitors to Mobile.Vegas.com that here they can "book shows, tours and more." Above the fold, visitors see an offer for a show—Le Rêve: French for "The Dream"—a brief plot description and a bright green "Buy Tickets" button.
The landing page seems to apply just about every optimization principle aimed at increasing conversions. And the improvements came about after the marketer applied one of those basic best practices in marketing—testing.
Kim Ann King—chief marketing officer at SiteSpect, a Boston-based provider of Web marketing testing and optimization services—says Vegas.com noticed 7 percent of its overall traffic was already coming from mobile users, and growing by 6 percent each month. So, "the company compared mobile with desktop behavior and discovered that mobile was significantly underperforming."
As Vegas.com optimized the landing page, the company used A/B testing and, ultimately, she says, the mobile site saw a 22 percent reduction in bounce rate, 16 percent increase in page views, 14 percent increase in hotel searches and a double-digit lift in the conversion rate.
To help other marketers do the same, King and Robyn Benensohn—chief operating officer at San Diego-based landing page optimization firm SiteTuners—offered this advice about how to optimize landing pages for increased conversion rates:
1. Show relevance immediately. Benensohn says images, for instance, need to be more than smiling faces. If it's a vitamin site, show children taking vitamins. If it's a home loan site, show mortgage-holders in the kind of house they can get through the site.
"People form an impression on a landing page," Benensohn says. "When they first get to a site, they form a first impression in about one to two seconds … So if you can't answer those questions of 'Where am I? What can I do here and why should I do it here?' in those first 10 seconds, then you may have lost them."