While B2B marketing KPIs such as views, shares and impressions are important in helping to determine your digital marketing strategy, conversions will always be more important. You have to provide enough value to encourage people to click on your content, and then once they reach your destination, you have to convince them again that it is worth providing their contact information. Landing pages can be an incredibly powerful tool for moving prospects through the sales process but they are not all created equal.
As part of our SEJ interview series, I recently caught up with Oli Gardner from Unbounce to discuss landing page design and optimization.