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MarketingSherpa Video Archive

How a Long-term Optimization Strategy Led to a 6,031% Increase in Leads

James Coulter, Sophos



"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:
  • 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

Download the slides to this presentation

Related Resources

Web Optimization Summit 2014 — May 21-23, New York City

Funnel Optimization: Why marketers must embrace change

Website Optimization: Testing program leads to 638% increase in new accounts

B2B Web Optimization: 140% surge in mobile transactions through responsive design effort

Marketing Research Chart: How do CMOs make decisions?



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