5 How do conversion rates compare for PPC versus other traffic sources? In analyzing conversion rates, we wanted to determine whether any difference in conversion rates existed for senior living communities that are using squeeze pages for their PPC traffic versus those directing that traffic to the main website. This research included five communities that are using squeeze pages for their PPC advertising and four communities that do not utilize squeeze pages. Overall, PPC traffic has higher conversion rates regardless of whether the conversions occur on a website or a squeeze page. However, PPC conversion rates increase significantly when PPC traffic is sent to a squeeze page. As a result, PPC traffic that funnels through a squeeze page will convert 170% more often than non-PPC traffic. For communities that direct their PPC traffic to their website, conversion rates are 30% higher for PPC traffic than non-PPC traffic. These figures indicate that PPC traffic is a strong source of conversions, and squeeze pages have a significant positive impact on conversion rates. The community that saw the greatest difference in conversion rates for PPC and non-PPC traffic launched multiple squeeze pages for very targeted campaigns. This strategy demonstrates that the closer PPC keywords tie to the content on the squeeze page, the higher the resulting conversion rates are.