"The ultimate question I wanted to answer was, "Where can I have the greatest impact on revenue?'" said James Coulter, Marketing Optimization Specialist, Sophos, from the stage at Optimization Summit 2013.
Coulter sought small, yet impactful, changes that would change the way that customers thought about the site as they filled out forms. He recruited his team to tailor best practices for Web optimization for the small B2B IT security company's site.
In this Summit video replay, you will learn how Coulter:
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- Incorporated negative customer feedback to create a new customer experience
- Joined forces with Sales and Project Management to understand the audience and gain buy-in for a regular testing program
- Used negative lifts to build awareness of customer thought processes and anxiety throughout the funnel
Related ResourcesWeb Optimization Summit 2014
— May 21-23, New York CityFunnel Optimization: Why marketers must embrace changeWebsite Optimization: Testing program leads to 638% increase in new accountsB2B Web Optimization: 140% surge in mobile transactions through responsive design effortMarketing Research Chart: How do CMOs make decisions?