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Author: Brandon Coward

Landing Pages vs Web Pages: A SaaS Company’s Guide for Choosing the Highest Converting Asset

Landing pages or web pages: where should you send traffic to during your next PPC marketing campaign? This is a common question we hear from SaaS companies we work with. In fact, it’s a question they sometimes agonize and obsess over. This is because the answer can often be more nuanced than clear cut. For some businesses,

Conversion Rate OptimizationPPC MarketingWeb AnalyticsWeb Design

B2B Marketing Attribution: A Practical Guide for SaaS Companies

When it comes to making decisions about how to allocate marketing budget based on performance, understanding the conversion paths that prospects take on the way to becoming customers is essential. But during new client engagements, when we look under the hood, most SaaS companies we work with haven’t set up their analytics properly to have clear access

Conversion Rate OptimizationMarketing Automation

B2B Paid Search Strategy: Critiquing Keywords and Landing Pages of 2 Top SaaS Companies

In this article, we provide an analysis of the paid search strategies of two best-in-class SaaS companies. We discuss what each company did well throughout their funnel, where we found mistakes and missed opportunities, and what we’d do differently if they were our client (including mocked up examples of how we’d update their landing page

Conversion Rate OptimizationPPC MarketingWeb Design

Facebook Ads for B2B SaaS: Creating Advanced Audiences and the 80/20 of Messaging That Works

There is an occasional tendency among B2B SaaS companies to write off Facebook as a viable channel for reaching potential customers. Often, they’ve either tried using Facebook ads that haven’t worked or they’ve opted not to try them at all. But this tendency stands in contrast to what we see in our day to day

Content MarketingConversion Rate OptimizationMarketing AutomationPPC Marketing

Creating the Perfect SaaS Landing Page Isn’t Enough. Here’s How to Map Your Pages to Your Sales Funnel.

While we agree with the commonly accepted guidelines for crafting landing pages, there is an additional layer to setting up SaaS landing pages that seems to go under the radar. The best practices for landing page structure (inspired by Oli Gardner’s “Attention Ratio”) still stand: The ratio of links on a landing page to the

Search Engine OptimizationWeb AnalyticsWeb Design