PubCon video content producer Vanessa Zamora sat down with Chris Goward, president at WiderFunnel Marketing Optimization to discuss his PubCon Las Vegas 2010 post-click marketing landing page optimization session, during which Goward shared how he feels that organizations are mistakenly taking an approach that looks at conversion optimization/landing page optimization as a tactic, with emphasis on tips and tricks, rather than a strategy that can be integral to the overall marketing strategy of the business. In Goward's opinion, conversion optimization has been undersold. Goward continued by saying that customers offer businesses a great opportunity to gather information on what the customer desires and what drives them to action simply by visiting the website in large numbers, but instead of taking advantage of this information, organizations are wasting time testing button colors or other insignificant things. Goward concludes the interview by sharing his thoughts on the overall changes he has seen with ...
