The goal of any paid search landing page is to inspire a quick action from potential customers. A/B testing can help marketers determine which landing pages offer the best returns. And while sites like Which Test Won and Marketing Sherpa offer a wealth of resources about optimizing landing pages for online conversions, in many industries, […]
A phone call is almost always an important moment. I call my friends and family when texting or posting on Facebook just won’t do, and I call businesses when I’m serious about making purchases. Working in business communications, I’ve had more than one person ask me if people even call businesses anymore as consumers. “Don’t […]
Having spent several years on the agency side working with a variety of large B2B & B2C companies, I can tell you that if Don Draper had access to call tracking in the 1960s, he would have been the king of Madison Avenue. Big pitch meetings showcasing grand market strategies, dapper designs and clever copy still […]