I am always on the lookout for resources for Internet Marketing and Website Optimization. So when I heard good things from colleagues about MarketingSherpa’s Annual B2B Marketing Summit, last year, I decided to attend. For those of you who do not know about this resource- MarketingSherpa’s Annual B2B Marketing “Summit,” is a gathering of some of the best and brightest minds in the marketing industry to share what they have learned through research and case studies.
I learned so much about marketing and website optimization from attending that summit and over the last year, I have been receiving newsletters and information from a number of companies that were present at the summit. I wanted to tell you about some of these resources in an effort to give you access to the latest research on internet marketing and website optimization.
MarketingSherpa, the host of the summit, has been a great source on the latest in marketing research. They are a research firm specializing in tracking what works in all aspects of marketing (and what does not.) They are not an agency, consultancy or other vendor seeking your business. They publish research to give marketers of the world the stats, inspiration, and instructions to improve their results. They offer some informative, free newsletters that you can access at Marketingsherpa newsletters subscription link.
MarketingSherpa is hosting another upcoming summit in Boston , at the Westin Waltham, on October 25-26th which I will be attending. For more details about this summit and to get access to discounted rates click to Learn more.
MarketingExperiments, another company attending the summit is often described as a “research laboratory dedicated to discovering what really works in internet marketing.”
One of the speakers at the summit last year, Dr. Flint McGlaughlin, the Director of MarketingExperiments, discussed how certain simple design and layout elements on home pages, registration pages and landing pages can make a big difference in click through rates.
Dr. McGlaughlin described the top four impediments to lead conversion on a web landing page as:
1. Lack of clarity about what visitors can do on your page and why they should do it.
2. An “undisciplined eye path” on the web page, usually caused by clutter, poor design and bad color choices.
3. An insufficient explanation to your web visitors about the benefits of your offer, or “value proposition.”
4. Psychological “friction” caused by a subscription form that is too long, often on the first page, collecting
too much, or unnecessary information, and poorly designed.
Dr. McGlaughlin suggests that you take steps to design your web pages with your visitor in mind, and make sure you answer 3 main questions for the visitor to your website:
· Where am I at?
· What can I do here? and
· Why should I do it?
You can subscribe to MarketingExperiments research results by going to this page: MarketingExperiments subscription link
These are just a few resources to get to you started. Stay tuned for more.