Background:

A global provider of enterprise resource planning (ERP) software solutions utilizes their website to gain qualified sales leads. They currently serve mid-market companies and have 20,000 customers in 140 countries.

To help increase lead generation and lead quality, the ERP company partners with SmartSearch Marketing, employing an all-encompassing search marketing program, including Usability and Conversion Improvement services.

Challenge:

The goal was to increase lead generation (the number of online inquiries) while improving the quality of leads. So, not just more leads, but more qualified leads.

This was especially challenging because the ERP company also wanted to reduce the Cost Per Lead while gaining more qualified website visitors and leads.

Solution:

The SmartSearch Marketing Conversion Improvement Team strategized a plan for improving the landing pages.

  • Analyze visitors and needs
  • Create valuable downloadable assets
  • Present compelling “call-to-actions”
  • Provide clear paths-to-conversion
  • Improve registration forms

The original landing page was redesigned and the above improvements were integrated into the pages. After an initial testing period, Web Analytics data was studied again, and additional enhancements were made to the landing pages.

Results:

 Conversion_B2B_Landing Page Testing

The landing page improvements helped visitors take the intended action which increased the conversion rate of the website from 5.8% to 12.2%. A conversion was recorded when a qualified prospect completed an inquiry form.

Conversion B2B Conversion Results

By offering more valuable marketing assets, and creating more compelling call-to-actions on the landing pages, SmartSearch Marketing was able to increase the number of qualified leads on the website.

As improvements were made to the site, more qualified visitors were taking the intended actions. This helped reduce the Cost Per Lead, making this website one of the company’s lowest-cost channels for lead generation.

 

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