Iron Mountain’s web marketing team needed a better way to engage visitors and produce a high volume of quality leads at a low cost. Prior to adopting ion, traffic from paid search was being sent to deep links within the website, with little focus on optimizing lead generation efforts. Tom Berger, director of internet marketing, explains that “historically, we looked at both Google AdWords data and Google Analytics data to determine our tests. Then, we waited a period of time, reviewed the results, adjusted design elements or copy on the website and started over.”
Testing was conducted sequentially rather than in parallel (split testing). The problem? Results of sequential split testing can be skewed by time periods and traffic patterns in which the different tests are run. There was plenty of data, but there wasn’t a dedicated team in place to decide what to do with it. Additionally, data analytics didn’t provide Iron Mountain a complete package—landing page creation being an important piece of that equation. Iron Mountain needed a solution that would allow the web team to easily create, copy, version, test and optimize sophisticated post-click experiences in real time.
Iron Mountain, being a data-driven organization, needed real-time data that could help them gain an understanding of what attracts, engages and converts visitors to leads and sales. They needed a comprehensive arsenal of tools to increase the agility of their marketing.