2. How did you improve the
conversion of a Web-site?

3. CONSUMER
WEB
New e-mail and Web
landing-page designs to
up-sell existing users

4. CONSUMER
WEB
New e-mail and Web
landing-page designs.
Shorter e-mail design
performed better: 5.3%
vs. 4.6%

5. CONSUMER
WEB
Combination of new
e-mail and Web landing-
page designs
Increased number of
new sign-ups by 180%

6. CONSUMER
WEB
Based on success of
up-sell campaign, similar
e-mail designs were sent
to inactive users
Click-Through-Rate
improved by 12% over
previous versions.

7. CONSUMER
WEB
Based on success of
up-sell campaign, similar
e-mail designs were sent
to inactive users
Click-Through-Rate
improved by 18% over
previous versions.

8. CLOUD
SOFTWARE
New online display ads,
adjusted Google PPC
structure and new Web
destination pages
improve number of
sign-ups for white-paper
offer.

9. Re-designed creative
and Web destination
pages improve yield by
20% up to 400%
CLOUD
SOFTWARE

10. How was he involved in driving
traffic to the Web-site?

11. Redesigned Web-site
with new narratives
attract new leads.
60% of all new sales
contacts were acquired
through Web-site.
ENTERPRISE
SOFTWARE

12. ENTERPRISE
SOFTWARE
New Web content in
collaboration with
Marketing team results
in 66% increase in Web
traffic in the first 3-
months.

13. ENTERPRISE
SOFTWARE
eMail for events and
white-paper offers:
New on-line leads up
by 50% in the first
4-months
eMail invitations to
events with recognized
analysts out-perform
white-paper offers by
up to 2x.

14. ENTERPRISE
SOFTWARE
eMail and Adwords
campaigns linked
to specific Web
destination pages:
Number of Sales
contacts doubled
within 6-months.

15. Adjustments to PPC
advertising and new
landing-page designs.
Click-Through-Rate
up 74%.
(before: 0.39% after:
0.68% non-weighted
average of all ad-words)
HEALTHCARE
PROVIDER

16. Adjustments to PPC
advertising and new
landing-page designs.
Cost-per-Click reduced
ad costs by 50%
(before: $1.16-2.34
after: $0.60-1.30)
HEALTHCARE
PROVIDER

17. Increased traffic into
clinics by 30%
Store revenues up 21%
HEALTHCARE
PROVIDER

18. What worked? And, what didn’t?

19. LINUX
SOFTWARE
Worked:
New e-mail creative
and Web landing-pages
illustrate value of this
Linux tool.

20. LINUX
SOFTWARE
New e-mail creative and
Web-pages resulted in
lowered Cost-per-
Conversion rate by 24%

21. LINUX
SOFTWARE
Simple, clear benefit
to user made this e-
mail 7-times more
effective.

22. LINUX
SOFTWARE
New e-mail and
narrative improved
conversions on this Web
landing-page by 3x.

23. Didn’t Work:
Too much content, not enough meaning.
Worked:
Clear offer with uncluttered presentation of
“what you get”
Analyst endorsement confirms recipients
choice to try it out.

24. Didn’t Work:
Visual HTML email versions under-performed.
SOCIALWEB
Worked:
Users of this social network preferred the
simpler, all text version by more than 2 to 1.