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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, 2nd Edition by Rich Page, Maura Ginty, Tim Ash

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E-mail Enhancement Tools

For many companies, the conversion action on the website is not the ultimate sale. This is often the case in business-to-business large-ticket purchases, professional services, and consumer lead generation in a variety of industry vertical sectors. The ultimate conversion may be months off, or may be consummated via phone, or offline.

Since the decision times are so long, and the purchasing decisions are often complex, you should create an ongoing dialogue of some sort with the prospect in order to continue to move them through the sales funnel. A powerful way to do this is via e-mail. Since e-mail is central to the communication strategy, it is essential that it be used effectively. The following technologies help you ...

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