Growing Revenue through Website Analytics

Following MassTLC’s marketing analytics summit in April, our audience shouted for further discussion on website analytics and how to use website data to grow revenues.  A great group convened to learn from experts and share what they are doing, the tools they are using and strategies for success.  Justin Rondeau from WhichTestWon.com kicked off the morning with fun landing page A/B tests demonstrating which were most effective and why. He reviewed case studies on PPC landing pages, single step vs. multi-step forms, MVT testing, optional vs. required fields, and more. It’s definitely worth checking out landing page examples on their website.

Next, Bethany Brannon, Director of Interactive Marketing and Media from Sophos and Brian Thopsey, Senior Analyst from Iron Mountain presented case studies on how they are monetizing website data to help drive revenue. Next, the group split into two for deep dive discussions on the topic.  Bethany lead a discussion on the business side of website analytics – getting started, setting a strategy and a team, and justifying a program.  Brian lead the technical discussion focused on tools, systems, conversion rates and ROI.

Thanks to our speakers, IBM for hosting us and to our cluster sponsors Holland-Mark, HubSpot, PegaSystems, Salesforce and ZoomInfo.

It was a morning well spent and the group recommends we meet again to discuss lead generation, lead scoring and lead nurturing.  MassTLC members, if you would like to participate in planning the next session, please email Christine@masstlc.org.

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