Testideen für eine B2B Leadgenerierungs-Seite

As has been the standard for recent MarketingSherpa Summits, leading marketing solutions providers sent several analysts to provide direct, one-to-one consultation for the attendees of B2B Summit 2011. Always an informed, yet creatively-driven group, I sat in a session and observed as Adam Lapp, Associate Director of Optimization, MECLABS (parent company of MarketingExperiments), performed a succinct, but thorough webpage optimization.

The client (anonymized per company request) was a spend management consulting firm, looking to optimize a landing page where users arrive upon clicking through from an email. The email itself was devoid of HTML, as the company chooses to avoid spam filters and failed deliveries by keeping the sends plain text. The email content was fairly simple, only providing a small synopsis of the company’s services before providing a contextual link as the sole call-to-action.