Verizon Digital Media Services (VDMS) is one of the largest, most reliable content delivery networks in the world. VDMS’ platform streamlines the process of encoding and delivering video and accelerates websites and content for broadcasters, retailers, and enterprises. The company uses best-in-class technology to prepare, deliver, and display content that users can watch and enjoy on their terms.
Business situation
VDMS used to create landing pages in either WordPress or Pardot. Both had limited integration options, design customization, and optimization features. This process meant VDMS only ran two or three experiences for each ad group, which limited their ability to test and optimize for their target audiences. VDMS’ marketing team needed a better option for designing and optimizing conversion-focused landing page experiences. The set of products that Instapage offered was just what they needed to transform their digital advertising campaigns and maximize conversions.
Test and optimize to increase ROI
VDMS used the Instapage heatmaps and A/B testing features to gain the ultra-specific information the team needed to increase conversions. The VDMS team tracked visitor mouse movement and scroll depth using heatmaps to determine which elements of their landing pages they should test.
With the A/B testing feature, VDMS validated which elements on its pages performed best. The ability to see visitor behavior first-hand and experiment with multiplepage variations has cut their cost per conversion by more than 50%.
Better utilization of ad budget
VDMS drives traffic to its landing pages primarily using Google Ads, LinkedIn advertising, and banner ads on third-party publishing sites. Rather than increasing its ad budget to boost campaign results, VDMS focused on optimizing its existing budget with Instapage. By better utilizing VDMS’ large ad budget, the team has increased conversions and lowered their cost-per-click, saving money in the long run.
Enterprise-level customer support
The VDMS team relies on their dedicated Instapage Customer Success Manager for projects requiring more customization and support. A dedicated CSM along with expert Conversion Specialists assisted with a variety of tasks that directly contribute to VDMS’ page performance, including setting up a Pardot integration using WebHooks, embedding HTML videos on landing pages, publishing mobile-optimized pages, and streamlining data analytics for the team. Partnering with their CSM allowed VDMS to quickly and efficiently deploy fully customized advertising programs.
Results
As a company with a high-velocity advertising operation, VDMS has increased revenue without increasing their ad spend by using Instapage:
- Decreased cost per conversion by 53%
- Decreased cost-per-click by $1.42
- Increased conversion rate by 68%
Summation
Verizon Digital Media Services found the ideal post-ad-click optimization solution with Instapage. By deploying conversion-focused landing pages for its advertising programs, VDMS has improved return on ad spend and produced higher conversion results than ever before.
Instapage is all about getting more conversions and paying less for it. It’s nice to have all of the design functionality and be able to build faster, but at the end of the day, it has to produce results. Instapage does that for us.