Do location page links on a landing page earn more leads?
Our solo traveler landing page sent visitors straight into the booking app. We tested updated copy with links to destination pages first. Leads rose +14.6% over 62 days.
Won Responsive 62 days Called at 80%
The hypothesis
By sending visitors to destination pages first instead of straight into the booking app, we will give them a softer first step, resulting in more visitors joining the mailing list for more information.
This landing page served solo travelers, many of them early in planning a long stay abroad. Its links sent visitors straight into the booking app, a big step for someone who is still exploring.
Destination pages show what a month in each place looks like and ask for an email in return for more details. We expected that path to suit visitors who were not ready to book.
What we changed
We updated the copy and pointed the page's links to destination pages.
The control linked visitors from the solo traveler landing page directly into the booking app. The variation updated the page copy and changed those links so they led to destination pages first, where visitors could learn about each location and ask for more information.
- Page copy updated
- Links point to destination pages
- Booking app no longer the first step
The result
Leads rose +14.6% over 62 days with the destination links.
The variation led from the early weeks of the test. Traffic to this page was low, so we let it run longer to build confidence, and we paused it twice when the testing tool reached its monthly traffic limit. Midway through, the lift was close to +20%. By the end it settled at +14.6%, and we called it a win.
What we took from it
A softer first step suited visitors who were still exploring.
Most visitors on this page were early in planning and not ready to book. Sending them to destination pages gave them something to explore and a low-commitment way to ask for more, which turned more of them into leads than the direct booking link did.