Unitrends Increases Lead Count by 154% with AdWords Landing Pages

Unitrends Increases Lead Count by 154% with AdWords Landing Pages

Unitrends increases conversion rate and lead count by optimizing AdWords spend with Instapage.

22.5% increase in conversion rate
27% average conversion rate
154% increase in lead count since August 2016
Name: Unitrends
Location: Burlington, MA

Unitrends has been at the forefront of data backup and disaster recovery technology since the mid-1980s. The company provides all-in-one backup and continuity solutions for enterprise businesses to increase uptime, productivity, and confidence for IT professionals. Unitrends produces both physical and virtual appliances that are sold through leading technology partners, service providers, and resellers worldwide.

Goal

Increase lead count and conversion rate

Business Situation

Unitrends spends a significant amount per month on AdWords campaigns. To justify this expenditure, the Unitrends marketing stack needed to be powerful enough to ensure high ROI for their PPC campaigns. The ongoing struggle to design and custom code landing pages that converted was causing Unitrends to fall short of their ROI goals. With several highly targeted lead generation campaigns in the pipeline, Unitrends identified the missing a piece in their marketing stack: they needed a better landing page platform.

A Team of Power-users Means Money Saved

The Unitrends marketing team quickly became Instapage power-users, with anywhere between 5-10 team members developing landing pages across multiple marketing channels. The ROI that Unitrends realized with Instapage transcended increased conversions. By not having to hire additional team members or a marketing agency to custom build their landing pages, Unitrends has saved nearly $150,000 in the last 12 months.

A/B Testing Functionality to Analyze and Duplicate

After becoming an Instapage customer, Unitrends began regularly A/B testing their landing pages to determine firsthand what combination of elements converted the best. Once their landing pages were built, analyzed, and fully optimized, Unitrends easily duplicated them for localized campaigns. They now have 500+ custom-built landing pages used in their PPC campaigns.

Results

With 500+ optimized landing pages published using Instapage, Unitrends reached their measurement goals by increasing both their conversion rate and lead count:

Summation

Unitrends used Instapage to revitalize their PPC campaigns with Instapage and increased both their conversion rate and lead count. Not only has the marketing team earned more ROI out of their AdWords expenditure; they have also kept cost down by not having to increase their team headcount.

Instapage has become a pillar of our demand generation activities. We use it for all of our targeted marketing campaigns, including PPC campaigns, email marketing, and webinars.

Scott Mickey - Digital Marketing Manager