5 Optimization Ideas that will Skyrocket your Lead Generation

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:

Increased 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%.

Closing Thoughts

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.

Email Marketing on Mobile: 10 Things You Need to Know

Email marketing on mobile is an increasing concern for marketers, with some industries seeing over 65% of their email campaigns being opened from a tablet or smartphone.

However, there is still a large portion marketers that are doing nothing about optimizing their emails for the small screen. Not only is this causing readers to suffer from a poor reading experience, but this can have significant impacts on a marketer’s key metrics, such as conversion, sales and lead generation.

One reason for this inertia is that mobile is still a blooming trend and not everyone has had time to prepare for it adequately. Which is why Pressly put together a free ebook to help marketers navigate this new world. 10 Things You Know About Mobile Email Marketing is available for instant download, and it gives you best practices and insight into some surprising facts about mobile email, such as:

  • More people use their smartphone for email than for phoning people
  • The three most common complaints for mobile email
  • The secret to better lead conversion on mobile email campaigns

And so much more!

Get your free guide today and get started on the path to improving your mobile email strategy.




Come meet us at BrightCove Play 2013 (and get our guide)

Screen Shot 2013-05-10 at 3.49.31 PMFellow Bostonians! We are in your beautiful city for BrightcovePlay 2013, between May 13 and May 15. If you are attending the event, come say hello! We would love to meet up with anyone interested in learning more about transforming your content for mobile, and improving your mobile content engagement and returns.

A Pressly Guide to Brightcove Play 2013

For those of you who are attending, we’ve got something special just for you. We have put together a Pressly-powered guide to give you everything you need find your away around the conference, as well as some special features, such as:

  • Live stream video so you can watch all the action happening on stage, no matter where you are
  • Full schedules and links to the speaker tracks
  • Bios and background info on all the speakers
  • Plus: bonus info on Boston’s best places to eat and go have fun once you’re done schmoozing :)

On your smartphone or tablet device, you can access the BrightcovePlay 2013 Guide here: Brightcove.Pressly.com 

(Tip: if you aren’t on a mobile device right now, email yourself that link for easy opening).

Screen Shot 2013-05-10 at 3.46.28 PM

If you’d like to catch up, Pressly CEO Jeff Brenner will be taking part in the panel on responsive design and video on Tuesday. And we also have a booth set up with the other sponsors, and we’ll be giving live demos of Brightcove video integrations with Pressly’s mobile publishing platform. Just look for the people in the black polo shirts holding iPads.

Pressly Integrates with Brightcove

We are also pleased to announce that Pressly now integrates with Brightcove. So, if you are a Brightcove customer and you want to know how you can start presenting your video content to tablet and smartphone users in a beautiful and compelling  way, please get in touch.

That’s it for now. Can’t wait to meet you!

ps: not sure what Pressly is? Learn more here.


Mobile Makeover: Local News Goes Mobile To Boost Engagement

Screen Shot 2013-05-09 at 4.38.59 PM

In this Mobile Makeover series, we’ve written a lot about how brands and marketers can improve their content marketing results on mobile, simply by making it more engaging with a tool like Pressly.

But the exact same thing can be said for traditional publishers of all sizes, whether you are a major daily, or a niche local magazine. Content marketers and brands are just a different kind of publisher, after all. And pageviews, bounce rates and advertising (or call to actions) are all crucial elements in both worlds. Continue reading “Mobile Makeover: Local News Goes Mobile To Boost Engagement” »

Mobile adoption in 2013: it’s time to stop calling it “second screen”

crowds of people at unveiling of the pope eight years apart. 2005 shows tons of onlookers with no smartphones held up. 2013 shows same size crowd, jam packed with glowing rectangle screens

The image above, originally produced by NBC, was posted on our Twitter feed this week by a good friend. It shows two crowds, both gathered for the exact same event (the unveiling of a new pope), at the exact same location, eight years apart.

I’ve never seen a more powerful illustration of just how far mobile adoption has come.

In fact, it’s starting to feel a little bit like an understatement to simply call it “adoption”. It’s more like “total take over”.

Continue reading “Mobile adoption in 2013: it’s time to stop calling it “second screen”” »

Responsive web design vs mobile web apps

triple screens the star

By now most publishers have hopefully started to think about the mobile web. They’ve seen their Google Analytics reports, and noticed an ever-growing portion of their online traffic is coming from mobile devices – and those mobile users need something better than an ad telling them to go download a native app. But the jury is still out about the best way to handle the explosive rise of the mobile web.

Mostly the thinking falls into two categories:

Do you build a separate web app for tablet and smartphone visitors (delivered from the browser from a subdomain like m.yoursite.com)? Or do you re-do your desktop site with mobile responsive design in mind?

Continue reading “Responsive web design vs mobile web apps” »

The flaws of responsive design: user context

Responsive design is a great solution for content publishers but can be very limiting in a number of ways. For the first post in a new series, we’re taking a look at how responsive design overlooks User Context. Sign up for automatic blog updates to follow the series.

On the surface, responsive design seems to be a match made in heaven for anyone hoping to deliver content across mobile and desktop devices simultaneously. Audiences are increasingly fragmented, and if you’re hoping to get your content in front of all those eyeballs you better make sure it’s legible, no matter what device they’re on. Otherwise you’re going to lose ‘em. Fast.

This is where responsive design shines. It is an elegant solution for a complex problem. You simply build your site once, and regardless of screen size, the visiting user will get a palatable experience. Columns will be re-shifted. Text bumped. Nav bars tweaked. And so on.

David Carson art, saying "Don't mistake legibility for communication." Really groovy text art.

But it all falls apart when you see just how different user needs are, based on what device they’re on, and where and when they’re reading. A tablet user isn’t looking for the same content experience they would be if they were on a desktop or a smartphone. And vice versa.

So why treat everyone the same, all the time?

Screen size is not enough

You might be thinking, “doesn’t responsive design cater to different user contexts?” And you’d be wrong. At its most basic level, responsive design caters specifically to screen size — not context — and there’s a huge difference. Go to any responsively designed site on your laptop and rearrange the browser to its skinniest width to see what I mean. Go ahead. I’ll wait.

Continue reading “The flaws of responsive design: user context” »

Zuckerberg was wrong: 3 reasons you should use HTML5

A while ago, Mark Zuckerberg said something about HTML5 that got a lot of people talking.

Picture of Mark Zuckerberg

He said it’s just not ready.

In particular he was talking about using it for mobile apps – and he was explaining why Facebook was making the switch to native for its iPhone app.

Naturally, a lot of our clients asked about it – we are an HTML5 shop after all. But this debate is one that’s been raging in strategy rooms for years. Facebook’s creator just stoked that fire.

A lot has been written about this topic, but we wanted to add our two cents, because, in a lot of ways, we shouldn’t even be calling this a “debate” anymore. Particularly with content creators, there is a clear, verifiable winner here, and it’s HTML5.

We think this stuff is important to get right  – so, with apologies to Zuck, here are the three undeniable reasons why we think you should use HTML5 to go mobile.

Continue reading “Zuckerberg was wrong: 3 reasons you should use HTML5” »

The next big thing for content marketers and publishers

When Marshall McLuhan first argued “the medium is the message,” Apple Computer was 50 years away from releasing the iPad.

But the idea is just as relevant today for smartphones and tablets, as it was for black-and-white TVs and lightbulbs. The world of content is taking on new forms, and with those changes come new ideas – new ways of doing business and communicating. New ways to get that click (it’s called a tap now), or make the sale. New ways to inspire someone.

It’s not enough to just be on the device – you need to build for the medium. And that’s what we are all about.

With this blog, we hope to provide a guided tour of this changing world of content. We have a whole team dedicated day-in and day-out to thinking about this stuff, designing for it, building for it, eating, sweating and dreaming about it. We figure our thoughts will be more useful for you out here in the open. Whether you are a publisher, a content marketer, or maybe just curious, this blog is for you.

So, who the hell are we?

Continue reading “The next big thing for content marketers and publishers” »