Posts Tagged ‘website design’

Data mining B2B website analytics for increased leads and sales

Monday, May 20th, 2013

Data. That’s what everybody is talking about. Not just any old bit of data either. No, the data that people are talking about is big and complex data. Do a Google news search for articles mentioning big data from the last 24 hours and you will get over 10 pages of results, but the big opportunity for many B2B firms remains in small data such as website analytics. This blog focuses on those opportunities and how B2B firms can mine that data for quick wins and increased lead conversions.

Landing page metrics

In front of every great piece of B2B marketing content sits a data capture form waiting to be filled in. It is the landing page that turns an ordinary brochure website into a lead generating marketing asset. With that in mind, you need to consider the following metrics when reviewing your landing page performance.

  • Call-to-action click-through rate: A landing page is only effective when people actually land on it. As such, you need to make sure the pathways to the landing page, i.e. your calls-to-action, are actually driving people to the landing page in the first place.
  • Visitors-to-lead conversion: A landing page that gets 1,000 hits a month but only converts in to 1 new lead a month would politely be referred to as under-performing. Monitoring your visitor-to-lead conversion rather than simply the landing page traffic is vital if you are to be able to optimise your landing pages for lead generation.

Search engine optimisation metrics

One of the key goals of your ongoing digital marketing efforts should be to increase traffic to your website from organic search and to improve your search rankings for targeted keywords to get closer to that no. 1 spot. Along the way there are various different factors that you’ll want to measure in order to be able to measure your progression.

  • Organic search traffic: The most simple and fundamental of all the SEO metrics you should be measuring is, quite simply, the increase in organic search traffic over time. Did you get more people arriving on your website through organic search this month compared to last month? If so, well done. You’re doing something right.
  • Unique search terms: Aligned to the above metrics is the unique search terms through which you are being found. Are these terms increasing? Are you being found for more long-tail keywords than you previously were? Your ongoing blogging efforts should help build more long-tail keyword traffic over time.
  • Inbound links: Despite the importance of inbound links slowly diminishing as search engines continue to refine their algorithms, they do still play an important role in determining search engine rankings. They also help you find out if you’re doing something right insofar as if people are sharing and linking to your website, your content is probably well received.

Business blogging metrics

More often than not it is only when data is analysed that marketing directors and chief executives begin to take the company blog seriously. A well maintained corporate blog is often unrivaled as a means to growing brand reach, increasing website traffic and generating new leads. To ensure your blog is delivering on these promises, monitor the following stats.

  • Individual post views: Regularly checking the page performance of your blog posts is essential to finding patterns to help steer your content and help drive new leads. Why so? Because that blog post you published three months ago that still gets 50 hits per day could become a valuable source of new leads if you put the right call-to-action and content offer on there.
  • Blog traffic sources: If your content is resonating with your desired audience it will likely be shared into online communities that you didn’t even know existed. Monitor the sources of traffic and try to identify potential websites that you could be engaging with better to grow your presence.
  • Visitor-to-lead conversion rates: Blogging with the purpose of generating new leads requires that you monitor the sources of your new leads. After all, you want to know the people coming to your blog are the people you want to sell to. See which blogs are converting the the most visitors-to-leads, or, at the very least, which are providing the most click-throughs on your calls-to-action. Use this information and produce similar content in future.


Introducing Tal, Digital Producer

Monday, April 30th, 2012


We’re pleased to welcome a new face into the Katapult fold…say hello to Tal Khangura, the latest member of our digital team. Tal joins us in the role of Digital Producer with more then 10 years digital experience. With his combined technical and creative abilities and having led international digital projects for brands such as Jaguar Land Rover and BT Openzone, he makes a welcome addition to the team.

Along with his passionate support of West Brom (leading to immediate rivalry with Katapult Director Neil Perrott – a reluctant Aston Villa supporter), Tal shares MD Dawn Foote’s penchant for audacious hobbies, having done a skydive in Australia a few years ago.

To help you get to know Tal even better, we asked him a few questions:

Q: What sort of projects are you most looking forward to getting your teeth into?

A: Anything that gives me the opportunity to innovate and reach out to new digital markets. I’m looking forward to working with clients that are receptive to ways we can challenge digital ideas together. I believe in a ‘lead rather than be led’ approach to the industry. I’ve already got a few ideas up my sleeve so you’ll just have to wait and see how they develop.

Q: Who is your inspiration?

A: Dennis Crowley and Alex Rainert who created Foursquare and Dodgeball (now Google Latitude) and Mark Zuckerberg, the founder of Facebook. Before them, the industry was mostly still very ‘shirts and ties’ with a top down approach but then these normal, everyday guys came along with some visionary ideas and changed not only the way we communicate, but our perceptions of the industry as a whole.

Q: If you weren’t managing seamless digital projects, what else would you want to do?

A: I’d love to be a pilot; I’ve always imagined flying a little two seater plane over a city skyline with a beautiful lady by my side. That’s very romantic isn’t it?

Q: What is the last film you laughed out loud at?

A: Life of Brian, I’ve seen it many times but I always end up laughing at something new that I didn’t see last time. Another film that’s always bound to make me laugh is Airplane. The camp guy Johnny in it leaves me in stitches (Tal does a brilliant impression).

Q: What was the first single you ever bought?

A: Embarassingly, I collected 25 Cadbury’s wrappers to get a free single and I actually chose Phil Collins, Groovy Kind of Love (Tal proceeds to sing “When I look at youuuu….”)

Q: What’s your idea of a great night out?

A: A good meal – maybe some Saag – and then dancing the night away at The Jam House in Birmingham.

Q: What in your opinion is the greatest invention of all time?

A: Music as it’s such a great alternative way to communicate (Tal is also a keen player of an Indian classical musical instrument the ‘Tabla’)

Tal has already hit the ground running on our current digital projects but if you haven’t been introduced yet and would like to give him a friendly welcome, you can do so at

Katapult win Best Digital Media award

Wednesday, September 22nd, 2010


The Katapult team all had a great evening last night at the CIN Awards and were really pleased to win the Best Digital Media category for the FORMAT09 website and Photocinema. Congratulations to all the other winners, particularly 1623 Theatre who won the Best Performing Arts and Live Event category and also the Best in Show.


See who else was shortlisted on the CIN Awards page.

Also, a big thanks to Wayne Hemingway for being such a good host and making everyone want to go to Vintage at Goodwood next year.

Safer roads for everyone – TMS website live

Tuesday, March 30th, 2010


Having worked closely with TMS – a specialist provider of road safety and traffic management services, we are pleased to see the new website we worked with them on is up, running and generating enquiries.

Katapult ran a brand workshop with all staff at TMS  to build a clear understanding of the comapny’s ethos and positioning. This informed the development of a brand framework that clearly set out TMS’ positioning, proposition and values which provided a platform for the development of a new brand identity and design style. Including the strapline ‘Safer roads for everyone’, this reinforces a commitment to improving road safety and captures the company’s spirit and personality.

Lorna Charles from TMS said ‘ We think it looks amazing. So far we have had really positive feedback and we are sure this will continue over the coming weeks/months. Everyone at Katapult has been great over the last year or so and the rebrand has also received really positive feedback. The whole package we can now offer to our clients looks really professional and we couldn’t have done it without you.’

See more of our Katapult branding and digital projects