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In online marketing a landing page is a web page that is often linked to from social media, email campaigns or search engine marketing campaigns in order to convert site visitors into sales or leads. By analyzing activity generated by the linked URL, marketers can use click-through rates and conversion rates to determine the success of a landing page.
Nearly half of B2B marketers are making a big mistake with their hyperlinks. According to the MarketingSherpa Landing Page Handbook (second edition), 44 percent of clicks for B2B companies are directed to a company's home page, not a campaign-specific landing page! The result: lost leads and conversion opportunities.Read Article »
A recent ZoomInsights article brought up a dilemma that challenges most B2B marketers: How do you get enough information from Web visitors to score leads, without bombarding them with too many Web form questions?Read Article »
Your messaging worked its charm and now that potential lead has found a way onto your website for a white paper, webinar or other product or service. But getting coveted details from potential clients on your landing page can be a slippery slope, and one that's important to get right.Read Article »
Beware of asking for a commitment of any kind too early in a relationship. A CTA that reads something like "Apply Now" or "Sign Up Now" might be premature in the body of an email message. "It's like asking someone out on a date before you know his or her first name,"Read Article »