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    More Bang for Your Buck: Managing Your Landing Page’s ROI

    Last month, we examined some of the best ways to optimize your real estate landing pages to engage your audience and increase conversions.  But how do you know if it’s working? And what can you do to improve your page’s performance?  Let’s take a look at some of the best ways to measure and manage your landing page ROI:

    1. Set a measurable goal from the onset. Before you set out on your landing page venture, you need to determine what you want to get out of it. How you gauge your success depends on the goal you set for your page. You might choose to benchmark its performance based on one or more of the following elements:
    • The amount of traffic coming to the landing page
    • The percentage of visitors who convert
    • How much you spent promoting the page and the corresponding return
    • For Facebook and other social media, the number of views, likes, and shares
    1. Employ a logical analysis tool, such as Google Analytics. Most websites can be connected to Google Analytics for free. This tool, and others that are similar, can provide you with a wealth of information about who is visiting each of your real estate landing pages. You’ll be able to see how people are getting to the page, how long they’re spending on it, and where they’re clicking. The more you delve into the analytics, the more insights you can gain about your page’s performance.
    2. If you’re using Facebook, familiarize yourself with the tracking features in the platform. If you’re paying to promote your landing page on Facebook, the platform provides in-depth data about your cost-per-click (CPC) and your click-through ratio (CTR). You can also track the amount of money you’re spending to promote your pages to determine if it’s worth it. If you’ve placed free posts on Facebook, you can also track their performance from the platform. Take note of which posts receive the most likes, shares, and comments.
    3. Run an A/B test. By creating multiple landing pages for one service, you can test how well each page is actually converting clicks to sales and if one page is outperforming the other. Fortunately, landing pages are easy to make and easy to test. When you simultaneously test two versions of your landing page, it’s known as an A/B test. Generally, the two pages (version A and version B) will be nearly identical except for one significant change. This might be the location of the call-to-action, the text of the main headline, or the text of your offer.  Launch these two versions of the page and direct the same number of users to both pages. Once you have generated a significant number of visits to the pages, calculate which one is generating more clicks and doing a better job of achieving your goal.

    Be sure to regularly evaluate the performance of your landing page. While you can almost always improve your results, the key lies in determining which changes will have the most significant impact.

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