The partnership between Dell and ion

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Dell began using the ion platform for its lead capture forms in September 2010.

They started with the page templates that were already on the platform, but quickly realized that it was very easy to create and test their own custom templates without having to understand code or ask the IT department for help.

Not only did this take less time, but the company was able to accelerate the internationalization process by giving regional marketing managers access to the ion platform.

After creating a page in one country, other regional managers could simply log in, copy and translate the existing lead generation form, and customize the page for their particular regions.

Senior Digital Marketing Manager Josh Mueller explained that one of the biggest benefits of using the platform is the reduction in production time:

"I can literally ask my team in the US to create a page, email it to team members in Japan, China, France and Germany, and then a couple of days later it's live on the web."

The next step

With a successful lead generation program underway leveraging landing pages through ion, Dell wanted to apply smarter interactive digital experiences to help more effectively target and deliver solutions to its broad and varied target audience .

They knew that to improve online engagement and generate more leads, they needed to go beyond form-based landing pages to create digital experiences that delivered intrinsic customer value.

The company determined that having online consultants would be the perfect way to enable customers to configure solutions based on their specific needs, from the small business owner to the CTO of a large global corporation.

They brought this experience to life through the ion platform.

The initiative works as follows:

The consultant acts as a kind of digital solution configurator, showing how a product, service or application can work in a client's environment;
the online visitor enters information about his or her specific product needs;
The consultant provides feedback on appropriate products and services that meet your needs.
Dell invested in online consultants working on server , cloud , and virtualization solutions available to customers on Dell.com .

These app-like experiences are frequently updated with the latest information about products and services, and the ion interactive platform makes these updates efficient and fast.

Along with the speed to update and change comes the agility to test the unique variations of each online consultant.

Rather than keeping Solution Consultants as static, peru mobile database unchanging experiences on the web, Dell is free to test layouts, copy, images and ways to customize to help increase engagement and conversion rates with Interactive Consultants.

Joseph Moke, Senior Manager of Digital Marketing at Dell, explains:

“You can’t be afraid of failure. There are many different ways to interact with your customers. Online testing, relying on data, and always optimizing are ways to improve your website and make the customer experience as good as possible.

You have to know it intimately and not be afraid to challenge what works, even if it works well. Never stop asking yourself how you can improve the experience."

The results
Through these actions focused on landing pages and the creation of interactive virtual consultations, Dell saw rapid growth in its conversion metrics, as well as many other benefits. We will discuss them below!