Case Study(s) relating to Web Site & Landing Page Design

Summary: Many marketers have scored with interactive Flash applications that allow users to upload pictures and insert themselves into an animated scene. But what happens when you personalize the experience further by letting users add their own voices to the video?

See how the Washington Capitals increased its newsletter list size nearly 10% with an audio Flash app designed to engage fans during the NHL playoffs. Includes an important note about patents that apply to this popular Flash animation process. continue...

Summary: Having a high-end, prestigious brand is usually a good thing -- unless that image is preventing you from attracting certain desirable prospects.

Read how the team for a temporary office space provider designed an edgier marketing strategy to counter their image as a high-cost, unattainable solution for New York City startups and entrepreneurs. Using social media, online videos, a contest and in-person events, they boosted leads 30% and revenue 114% -- and got the green light to try similar tactics around the country. continue...

Summary: Consumers using mobile Web browsers are visiting your site -- whether you have pages designed for them or not. If they don't find what they want, their visits will be short before they go somewhere else.

See how a travel website responded to growing mobile traffic by testing mobile versions of selected pages. The new pages decreased bounce rate 22%, while increasing page views and conversions. Includes creative samples of the test pages. continue...

Summary: Product samples can give your customers a taste of what you offer and encourage them to come back to buy. But once you have a sample program that's generating sales, how can you drive conversions even higher?

Read how an online retailer simplified an existing sampling program that was converting at a 40% rate, and got 15% more website visitors to requests product samples. Also, find out why you should be careful which products you select for sampling. continue...

Summary: A marketer's job is more difficult when trying to reach an audience that particularly distrusts marketing messages -- and dislikes talking to sales people. One solution: Give buyers the resources they need to self-educate, and let them choose when to interact with your team.

See how the team at a network management software company appealed to the distrustful IT crowd with a "geek-friendly" website, content targeted at different stages of the buying cycle and relevant, targeted email nurturing. continue...

Summary: There’s nothing like a 40% budget cut and staff reduction to make a marketing team focus on activities that have the biggest impact for the lowest cost.

Read how a team analyzed its marketing performance to determine which programs were really working – and which weren’t. Adjusting strategy based on those trends boosted total leads 12%, while increasing the value of opportunities in the pipeline by 65%. continue...

Summary: Social networks provide broad reach with deep personalization. This unique combination can help marketers design national campaigns that feel more personal to the audience.

See how a Colorado-based craft brewery launched a new product by using social media to emphasize their brand’s local connection to customers. By creating an interactive Facebook map, encouraging connections between fans and local sales reps, and hosting local events, they reached their sales goal in half their projected time. continue...

Summary: The quest to stand out at a trade show often tempts marketers to offer splashy sweepstakes prizes with no relevance to their industry and no tie to their own products and services. This isn't the best way to generate qualified leads.

Read how a team of marketers designed a bingo-themed contest for an industry conference that highlighted the host’s software and their own team’s expertise using it. They used automated email to recruit players, generating a 70%+ visitor-to-registration form conversion rate. Then, they kept players engaged over two days by using SMS and Twitter to announce each drawing. continue...

Summary: Even when you have the same marketing message for prospects and existing customers, you may need to reach these groups through different channels.

Read how a state-based student lender launched an integrated email, direct mail and advertising campaign to drive traffic to an online loan application microsite. They attracted current customers and new prospects to the site and achieved a 20% conversion rate. Includes samples and metrics from emails they used. continue...

Summary: Sometimes marketers must reach out to consumers, even if their goal is generating business leads.

Read how a benefits administration company ran a consumer-focused campaign designed to get employees to promote the firm’s services to their bosses. They tapped the consumer audience with street teams, a contest, social media outreach and a viral website that encouraged visitors to share information with their company HR reps. The campaign alone brought in 14% more leads than their goal for the entire year. continue...