You may recall in one of my recent blogs “Landing Page Testing – If You Test It, Leads Will Come” I described how a recent client of mine underwent a landing page test to determine which offer drove more leads, a whitepaper or a video. During the landing page test we found that by offering searchers a free 3-minute video describing the company and its offerings in exchange for their contact information there were 373% more leads obtained than there were when we offered searchers a free whitepaper in exchange for their contact information. Yes the increase in the number of leads was very impressive, however, I’m embarrassed to say that I left out the most impressive statistic of all… cost per conversion or cost per lead! (more…)
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