Overland Storage guides segmented searchers

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“We are a b-to-b data storage and backup company that gets our conversions through search. But our search campaign would just send leads to various pages on the site that weren't converting. We found that a lot of people were coming in early in the sales funnel but didn't want a quote; they were just looking for some sort of solution. We decided on a different approach with ion interactive's LiveBall, which aids the creation, testing and analyzing of Web pages for their ability to inspire conversions. Using a white paper as a carrot, we use a few questions to segment visitors by field, position and storage capacity needs, and send them to appropriate landing pages with very basic headlines, graphics and minimal text. Once the visitor is converted, we'll give them other links on our site to help them further. Conversion has increased from less to 1% to an overall average of about 5%, although some areas are higher depending on subject matter.” —GARY WARE, Web marketing manager, Overland Storage
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