It’s all about conversions. Handbook offers have long been the “home run” for b-to-b lead generation. But we took it up a notch when we re-directed the offer to a landing page created using industry “best practices”: just four fields to complete in the request form and no other links or navigation to distract the visitor. Of course, best practices applied here as well; lead flow from the handbook offer jumped 400% during the landing page’s first two months.
Archive for March, 2011
Congratulations to Avtron Aerospace, which picked up top honors in the Cleveland Rocks PRSA Award and in the PRSA District Diamond Awards competitions for the new branding campaign created in partnership with agency Creative Director and Chief Imaginist Jeff Spencer. Congratulations also to Abanaki, which was honored for its Public Relations and Social Media campaign during the Gulf Oil Spill, which doubled traffic to the company’s web site in a two-month period.
We’ve been able to monitor click traffic on web pages for a while now by using Google Analytics. But where do a visitor’s eyes go? Where are the dead spots on your web design, and exactly how far down are people scrolling on each of your main pages? We’re answering those questions with a new tool called Clicktale, which provides fascinating “heat maps” that identify where the mouse travels on a web page (but may not click). Why track mouse movement? Because there’s an 80 percent correlation between your eye movement and where the mouse travels. Quick hit: with one client, we learned that the unusual placement of its all-important “quote” button, even though it was at the top of the page, rendered it nearly invisible.