In a perfect web world, your web site landing pages would have great conversion rates. A usability expert, user behavior observations, and qualitative research would be a part of every web design project. You would have hard data to know what works before unleashing your designs.

The reality is most B-to-B marketers don’t have the budgets or time to include this type of testing to optimize landing pages. But this doesn’t mean you should resign yourself to continue blindly driving visitors to your site, not knowing why your landing pages aren’t working or how to fix them.

Getting results from your landing page
If you’re running a campaign and not seeing results on your landing page, consider A/B testing. Although it has limitations, A/B testing is an inexpensive and relatively simple way to improve your site’s conversion rates.
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A recent article in the b-to-b space bemoaned the dizzying pace of change in the Web 2.0 world. Just as marketers try (let alone get comfortable with) a new technology, technique or tool, another one comes out and catches fire. Among the mind-boggling technologies are micro-blogging tools, personal aggregation sites, do-it-yourself social network site builders, niche video distribution vehicles, vote-for-content sites and virtual 3D worlds. It is an unsettling time for mapping strategy or making long-term decisions. A fad mentality seems to be taking over, and nobody can say which tool, toy or technique is going to win…or survive. The key, the article says, is putting the customer first. What a novel idea! But seriously, thanks to the revolution in digital marketing, media and Web 2.0, market and customer research are making a comeback. Some would say it has always been important, and it has.
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