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A microsite, also known as a minisite or weblet, is an Internet web design term referring to an individual web page or cluster of pages which are meant to function as an auxiliary supplement to a primary website. The microsite's main landing page most likely has its own domain name or subdomain. (Wikipedia)
Recently, we launched two microsites as a part of an internet marketing strategy for one of our customers. The strategy here was to increase the conversions from the main website since it wasn't converting where it needed to be profitable.
Conversion Rate including Microsites, Launched Mid January:
January 2010
Microsite 1: 13.42% increase over main website
Microsite 2: 106% increase over main website
February 2010
Microsite 1: 78.74% increase over main website
Microsite 2: 125.98% increase over main website
March 2010 (so far):
Microsite 1: 21.85% increase over main website
Microsite 2: 88.08% increase over main website
These tests included running the exact same keywords and ads, where the only variable was the landing page, and only search engine traffic (organic and paid). When you consider the increased conversions, and cost to build the microsites, and PPC fees, the customer has more than paid for the build with the increased conversions of the microsites over the main website.
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