Axway, a B2B software and services company, knew it needed to use targeted landing pages to direct customers to the right information and ultimately purchase products and services. But it also knew its landing pages could be better.
The number and quality of leads from those landing pages was lackluster. On top of that, competition and the cost of B2B keywords in major pay-per-click networks and display networks increased the cost of leads significantly.
The generic template Axway used for multiple websites wasn't cutting it. The company needed better leads, and it needed to lower the cost per lead of its lead generation campaigns.
It hired Anvil Media, Inc. to test the pages and discovered that certain modifications increased leads, increased conversion rates, and reduced by half its cost per lead.
Read the complete case study to learn how they did it.
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