[Sherpa B2B] How multiple testing approaches increased B2B’s banner ad clickthrough 956%

3 years ago


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Learn the five most important optimization discoveries one B2B company used to increase clickthrough on a product’s CTA 38%.
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Testing and Optimization: How multiple testing approaches increased a B2B’s banner ad clickthrough 956%


When a company has complex product lines, marketing can be difficult. That was one of the main challenges Cindy Lu, Senior Marketing Manager of Digital Marketing Strategy, VMware, faced when it came to testing VMware’s website and conversion funnel.
"Unless you really know what you’re looking for, it’s kind of hard to find [it]," Lu said. "Part of our digital strategy at VMware is helping each prospect find what they’re looking for, and we actually talk about the conversion funnel and how to measure that."
Through testing VMware’s website and conversion funnel, Lu was able to increase the clickthrough rate on a product’s CTA by 38% and increase clickthrough for a hero banner ad 956%. Learn the five most important optimization discoveries Lu shared at MarketingSherpa MarketingExperiments Web Optimization Summit 2014.
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