Using data to improve your conversion rates

11/25/2012 |

Professional or financial services and media and publishing enjoy the highest average conversion rates broken down by industry, but all marketers can increase their conversion by applying certain principles, according to a MarketingSherpa report. Don't expect the same conversion from a webinar or sales-ready evaluation/demo as from a whitepaper or newsletter sign-up, but don't exclude the tougher conversion opportunities, Derek Edmond writes. Use a lead scoring system and A/B testing to increase conversion to reach the benchmark standard and, more importantly, meet the company's internal business goals.

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