2017 Landing Page Optimization Trends (New Research)
Converting more web visitors to leads and customers is a key measure of success for landing page optimization (LPO).
But how are marketers optimizing landing page traffic to improve conversion rates?
To find out, Ascend2 and our Research Partners fielded the Landing Page Optimization Trends Survey and are providing a free Summary Report of the findings. The survey was fielded the week of May 1, 2017, and a total of 296 marketing professionals participated.
Here are a few noteworthy findings from the Summary Report:
Finding #1: Ranking LPO Strategy Success
29% of marketing professionals consider their landing page optimization strategy very successful, describing it as best-in-class. While another 47% consider it somewhat successful, the remaining 24% have yet to achieve the important objectives of their LPO strategy.
Clearly, there is still much work to be done in optimization. What is the financial impact to a program that is somewhat success vs. very successful? It's probably significant. And even if your optimization strategy is very successful, is there a ceiling to improvements you can make? LPO is like an elevator that never reaches the top floor.
Finding #2: Critical Challenges to Success
Increasing conversion rates is not only a most important objective of LPO, but it’s also a most critical challenge for a majority (57%) of marketing influencers. Achieving LPO success is extremely challenging because it requires a combination of creative and methodical skills – art and science.
Finding #3: Tactical Effectiveness versus Effort
Tactics that are much more effective than difficult to perform (lead capture forms and SEO-friendly URLs, for example) are more likely to be part of a successful LPO strategy and less likely to require outsourcing to a specialist.
Final Thoughts
Additional findings from the Summary Report include most important strategic objectives, sales cycle, most effective tactics, resources used to perform LPO tactics, and more.
Ascend2 has additional LPO research benchmarks available that may be of interest to you and/or your target audience. To learn more about the Ascend2 Research-Based Marketing Program and/or to discuss in more details the findings from the Landing Page Optimization Survey, email me to schedule a meeting.