Many enterprises are using content marketing as a primary tactic for lead generation but they fail to take advantage of of optimizing their website experience to improve results. Here are the case studies of how five major lead generation campaigns generated significant results through optimization:
1. Implementing a Mega-sized Image (Dell):
When Dell wanted to improve its B2B landing page’s lead generation, it experimented with its photo in one of its campaigns. While this original landing page already featured clear copywriting and a corresponding image, Dell redesigned a page where the pre-existing image element became a larger background image.
The results of the test were surprising: according to Econsultancy, this larger image (known as the “mega-sized image”) lowered bounce rates by 27% and increased lead generation by a whopping 36%. Dell’s team was so impressed that it took this technique and applied it to all their other contact forms and landing pages, and raised conversion rates across the board — sometimes with increases in the triple digits.
2. Chat Solution (Adobe):
Despite having a sizeable amount of traffic, Adobe wanted to promote its brand and increase its consumers’ purchases. The solution was provided by Demandbase, and came in the form of of a chat solution. Before the chat dialogue would begin, this solution would identify a visitor’s location, company name, company size, industry, revenue, and various other variables, and use this information to qualify and prioritize visitors. These visitors would then be queued up to chat with Adobe representatives. Adobe representatives would then mingle and connect virtually to visitors and potential clients.
After this solution was implemented, Adobe discovered their visitor-to-lead conversion rate went up by 300%. While implementing a chat solution does require an initial investment of people resources to operate the chat , it could have a big impact on your conversion rate.
3. Life Cycle Tailoring (Select International):
Just a couple years ago, human resources firm Select International Select International’s communicated with customers through direct mailings to purchased lists, and a bi-monthly e-newsletter to leads. These tactics did not prove to be useful, and Select International was running low of high-quality leads.
Select International collaborated with Hubspot to find a remedy to this problem: the two companies began to work on tailoring content to each visitor life cycle. For example, Select International created a free whitepaper that would attract first-time readers and generate leads. They would then segment their communications more carefully so that each email would be tailored for a reader (e.g., by considering variables like timing and industry type). All these variables ultimately played into Select Internationals’ Lead Score mechanism: this score would give their marketing team a quick overview into leads’ activity and engagement with Select International content. The marketing team could use this to gauge interest and better qualify leads.
The simple concept of lifecycle tailoring quickly becomes extremely complex with the many variables that need to be considered. This hard work pays off in dividends: Select International increased their lead generation by 194% and revenue from web leads by 101%.
4. Members-Only areas (Dell):
Dell’s Enterprise Efficiency is a content initiative designed to generate leads for Dell’s B2B offerings. Enterprise Efficiency primarily focuses on getting web traffic to convert into registered members.
In order attract visitors, Enterprise Efficiency works with IT thought leaders to craft and publish content relevant to enterprise and IT audiences. However, visitors need to sign up and register as a community member before they can participate in discussions and gain access to the more exclusive sets of insights and analytics.
According to BAA Link, Enterprise Efficiency had a community base of over 45,000 registrants from April 2010 to December 2011.
5. Simpler Landing Pages (HP):
The tradeoff with comprehensive landing pages is one of lead generation and life cycle tailoring: the more information you acquire from visitors, the greater your ability to tailor content and pitches to them, which usually results in a greater amount of successful conversions (as seen with Select International and Hubspot). However, HP lost many potential leads because many visitors were reluctant to fully complete the complicated form.
HP faced this dilemma with their B2B landing pages targeting IT professionals. They decided to try to find a middle path: instead of requiring such a vast amount of information, they went from dozens of fields, drop-down menus, and other effort for the visitor, and stripped down to simply first and last name, company name, e-mail address, and a checkbox for 4 types of newsletters users could subscribe to.
Then, they supplemented their sparse information with a solution from a third-party that would autofill as many variables as possible (such as company revenue, industry type, amongst many others). This transition led to a form abandonment decrease by 43% and a conversion rate increase of 186%.
Optimizing your content through testing and implementing new ideas has paid off greatly for these five enterprises. If you’re already investing in creating great content marketing, take the time to optimize your landing pages and lead generation strategies to truly make the most of your content marketing.