6 Directing PPC traffic to a squeeze page versus the full website Although the previous graphs illustrated that communities with squeeze pages have higher conversion rates for PPC, we further explored this topic to make sure those communities weren’t just higher performers overall. To help communities determine whether they should direct their digital marketing campaigns to their website versus a dedicated squeeze page, we analyzed before and after results. This analysis focused on three communities that originally had their digital marketing campaigns directed to their main website and later added a squeeze page to test whether the conversion rates would increase. As you see to the right, all three communities saw an increase in the conversion rate when they added squeeze pages. Community B launched four squeeze pages with keyword campaigns for each and experienced a 400% increase in its conversion rate, and Community C launched one squeeze page and had an 87% increase. Overall, for these communities, the addition of a squeeze page resulted in an average of 18 additional form submissions each month. This figure reflects a significant increase in leads with no increase in the digital media budget. The average cost per conversion went from $181 per conversion before the squeeze page launched to $54 per conversion once PPC traffic was directed to the squeeze page. Both of these are strong indicators that adding squeeze pages will make digital marketing campaigns more effective and efficient.