Background

Informatica is a global leader in data intelligence, helping businesses manage and unlock the power of data

Our Challenge

To drive an increase in quality business leads with a focus on improving landing page performance

Strategy & Tactics

Web analytics showed us that most landing page traffic was moving towards pages with no lead generation opportunities and only 43% of traffic scrolled down to Informatica’s product pages.

Click hotspot analysis further revealed which product pages were of high user interest and could therefore be made more visible. The team also saw an opportunity to increase lead generation by requesting contact details for access to Informatica’s extensive resource library.

Results

A subtle but effective solution transformed results. Through elevating the position and visibility for the products page and adding a ‘view’ call to action form for the resource library, 66% more visitors completed lead generation forms with a 12% increase in views.