50% Improvement In Conversion Rates Against A Stretch Target Of 30% For 3M B2B Marketing Pages
High confidence
B2B Landing Page Optimization Program for 3M
3M's digital marketing team had attempted experimentation internally but found it too process-intensive. Invesp worked across multiple B2B verticals to optimize landing pages used to generate leads for the internal sales team. Over 12 months, the program integrated online and offline campaign tracking and delivered 50% conversion rate improvement — well exceeding 3M's 30% stretch goal.
Hypothesis
3M's B2B landing pages across multiple verticals (automotive, safety, healthcare, manufacturing) lack conversion focus because they were built by marketing teams without experimentation expertise. Applying structured CRO methodology with clear MQL definitions will exceed internal conversion rate targets.
Why This Works
Key Learnings
Expected Lift Range
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