I had a great time speaking during a theater presentation with Matt Van Wagner, Greg Jarboe, and Dan Shure, who deserves a special thank you for putting everything together this week at Search Engine Strategies New York, on behalf of SEMNE.
Here is a copy of my part of the presentation panel on Landing Page Optimization.
Lead generation is the most critical aspect of the B2B marketing initiative. We are constantly exploring ways to improve conversion rates for client landing pages through form field changes, layout and design enhancements, and offer/asset development.
This blog post is part of short series of posts meant to highlight and recap information learned from the B2B Marketing Summit in Boston this year.
A compelling presentation by Dr. Flint McLaughlin, CEO of MECLABS discussed value propositions and how a clear message can improve web conversions.
Here are some key takeaways:
While lead generation is the critical objective, B2B marketers need to take advantage of every opportunity to gain user interaction. It is not uncommon to focus so much on optimizing landing pages for the conversion that the confirmation page becomes an afterthought.
In many cases, the user will get a simple “Thank You” and a whole lot of white space below the message (or worse, a broken page because the confirmation page had not been updated or tested).
Guest Author
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| CJ Boguszewski Chief Marketing Officer, Hiconversion Twitter: @CJBogus |
SEO vs. Conversion Rate Debate Shouldn’t Exist — Three Reasons CRO Complements SEO & SEM
Rand Fishkin, whose SEOmoz.org blog frequently has industry-leading commentary on a wide variety of optimization topics, entitled a post in January 2006 “SEO versus Conversion Rate Debate Shouldn’t Exist.”
In October 2009, the debate is still ongoing.
While the Conversion Rate Optimization (CRO) discipline continues to mature alongside the Search Engine Optimization (SEO) and Search Engine Marketing (SEM) categories, most eBusiness organizations frame their understanding of CRO in SEO/SEM terms.
