Mobile Landing Page Case Study: Vegas.comLately we’ve been trying to provide you with better information about mobile marketing case studies. This one comes from Vegas.com. Their mobile visitors were bouncing way too quickly and far too often.
In order to better understand mobile engagement on their site, their team began A/B testing. The results led them to create a fully optimized mobile site. Bounce rates subsequently dropped by over 20%. The source for this case study is Hubspot.com and MarketingSherpa.
Objective: Learn why mobile visitors were bouncing from the Vegas.com site, and then fix the problem.
Strategy: Vegas.com did not have a mobile site. Mobile visitors were simply visiting the regular website. In order to test mobile bounce rate causation, Vegas.com created a mobile website to A/B test differences in performance metrics.
Tactics: The Vegas.com marketing team created a very scaled-down and simpler version of the regular website to serve as their mobile site. They also placed mobile-specific calls-to-action such as CTC phone numbers and specific display ads on the mobile site.
Once the new mobile site was functional, Vegas.com routed 50% of mobile visitors to the new mobile site and 50% to the regular Vegas.com website.
Results: Their A/B testing showed, clearly, that mobile users need a mobile-tailored experience.
The mobile page had a 22% lower bounce rate than the website. It also had 16% more page views and a 4% higher conversion rate. Not only did the mobile site perform better, but it was actually easier for Google to locate via mobile searches.
Due to these results, Vegas.com fast-tracked development of their full-featured mobile site.
In Their Words: “It only took about two weeks of time from talking about it to when the test was ready,” Mike Brown, VP of Internet Optimization at Vegas.com said. “Honestly, if we had known how easy it was going to be to create and test a mobile site, we would have done it a long time ago.”
This test is interesting for several reasons: It confirms what mobile marketers should already know: mobile websites perform substantially better than ‘regular’ websites in a mobile environment.
Not only do mobile sites have better performance metrics, but they are actually easier for Google to locate during a mobile search.
This case study is also interesting for what it did not measure. Brown specifically says that they included a phone number on the mobile site. What he fails to disclose is the number of phone calls that number generated. Our research—and research from Google, xAd, Nielsen and others—clearly shows that phone calls are the most common action after a mobile search.
Bounce rate is an online marketing metric, not a mobile marketing metric.
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