−42%
Bounce Rate Reduction
The Challenge
PPC campaigns were driving traffic to generic website pages that weren't designed to convert. Quality scores were low, bounce rates were above 70%, and the client's cost-per-conversion was unsustainable.
What I Did
- Designed 10+ dedicated landing pages with message-match to ad copy
- Applied CRO principles: single CTA, trust signals, social proof, urgency elements
- Implemented A/B tests on headlines, form length, CTA button colour and copy
- Optimised page speed to under 2 seconds on mobile (critical for PPC quality score)
- Added GTM event tracking to measure micro-conversions (scroll depth, CTA hover, form start)
- Used heatmap analysis to identify and fix friction points
- Built dynamic keyword insertion variants for search campaign alignment
Outcome
Average conversion rate across all landing pages reached 8.5% (industry average: 2–3%). Bounce rate dropped 42%. Google Ads Quality Scores improved from 4 to 8–9, reducing cost-per-click by 30%.
Tools Used
WordPress
GTM
GA4
A/B Testing
Heatmaps
Google Ads
CRO