Enquiro kicked off a business to business (B2B) marketing series last Friday with a webinar titled Coaxing the Conversion: How to Keep and Convert Visitors on Website Landing Pages. Internet marketing managers, senior web designers and product managers from 19 different countries registered for the online event that was hosted by B2B search marketing company Enquiro. In the free seminar, which lasted just under 60 minutes, attendees learned about new research on landing page content and layout. The presentation examined what business to business purchasers look for at various stages of their buying cycle, and how marketing campaigns should be adjusted accordingly. More specifically, Enquiro’s new eye tracking research demonstrated what B2B buyers look at on landing pages and showed how the principle of barrier scanning can be used to effectively coax eyes towards the desired conversion.

“For online marketers, understanding the business buyer on the other side of the computer screen is essential,” stated Ben Hanna, guest panelist and Business.com’s VP of Marketing. Rick Tobin, Research Director at Enquiro added, “Images, Flash and video, if placed correctly, can actually aid the conversion process by effectively fencing in users’ eyes on the page. Eyes instinctively look for barriers on the screen, a phenomenon we’ve now called barrier scanning.”

Companies were able to submit their website to the panel in advance of the event to have their specific web pages assessed in front of the live audience. “We were overwhelmed by the positive response as dozens of companies took advantage of the opportunity,” stated Bill Barnes, series moderator and EVP of Business Development at Enquiro. “And even though we only had capacity to present a couple of the sample sites, viewers appreciated the real examples and hands-on approach.”

About the B2B Expert Series

To address current questions facing business to business marketers, Enquiro has launched a package of online seminars titled the B2B Expert Series. The webinar series brings together industry researchers, analysts and practitioners and covers topics such as web analytics, sponsored search marketing, and website user experience.

The webinars can be accessed at www.b2bexpertseries.com.

About Enquiro

One of North America’s leading search marketing firms, Enquiro helps B2B clients maximize their online presence through balanced marketing solutions. Its strategies are based on industry research and expertise in usability, and natural and sponsored search. Enquiro has also authored eye tracking studies which have given marketers a greater understanding of user interaction with the major search engines and defined “Google’s Golden Triangle.”

Contacts

Enquiro
Andrew Spoeth, 250.861.5252 ext. 221
andrew {at} enquiro(.)com