Houston wedding venue: tracking and a landing page that turns ad clicks into leads
FollowThru set up conversion tracking so every page reported on the same two goals: a pricing guide request and a booked appointment. Then we built a new landing page for couples searching for a wedding venue near Houston.
In its first two weeks, the new page got more than twice as many pricing guide requests per visitor as the original pricing guide page (7.8% of visitors against 3.7%, up 111%). The original page runs on Meta traffic and the new one on Google Search, so the two aren't a clean comparison yet.
The page's main button was the most-tapped element on mobile, and visitors scrolled as far as they did on the original page. They reached the form with more of their questions answered.
The problem
The venue was paying for ads but couldn't see which pages turned clicks into pricing requests or appointments. Without that, there was no way to know where the next dollar or the next fix should go.
The insight
A couple looking at venues isn't ready to book. They're asking: can we picture our day here? Is it in our budget? Is our date still open? A page that answers those first gives them a reason to ask for more.
Example changes
We set up tracking first, then built the page around the questions couples ask:
- Conversion tracking
- Photo tour by space
- Price up front
- FAQs on dates
What we built and what we saw
| Change | Result |
|---|---|
| Conversion tracking: lead and appointment events on every page | Pages compared on the same terms for the first time |
| Pricing and availability button in the hero | #1 tapped element on mobile |
| Photo tour of every space | Most attention on the page (attention map) |
| FAQs on dates and reserving one | Most FAQ taps on date availability and reserving a date |
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