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1、SURVEY SUMMARY REPORT Monthly Research Series Conducted in Partnership with Leading Marketing Solution Providers MARKETING PRACTICES AND PERFORMANCE BENCHMARKS Landing Page Optimization Landing Page Optimization Survey Summary Report Ascend2 Monthly Research Series Conducted in Partnership with Lead
2、ing Marketing Solution Providers. This work is licensed under the Creative Commons Attribution-NonCommercial3.0 UnportedLicense. You may adapt, copy, distribute and transmit this work. However, you must attribute the work as produced by Ascend2 and its Research Partners but not in any way that sugge
3、sts that they endorse you or your use of the work. 2 3 TABLE OF CONTENTS Optimizing landing page conversion rates4 Most important objectives5 Rating LPO success6 Obstacles challenging success7 LPO resources8 Most effective methods9 Most difficult methods10 Effectiveness versus difficulty11 Extent of
4、 LPO testing12 Most useful metrics13 Survey methodology and demographics15 About Ascend216 4 OPTIMIZING LANDING PAGE CONVERSION RATES Converting landing page visitors to leads and/or customers is the cornerstone of online marketing. Landing page optimization (LPO) is the process of maximizing conver
5、sion rates from landing pages. How are marketers optimizing the performance of landing pages dedicated to conversion?How are marketers optimizing the performance of landing pages dedicated to conversion? To find out, Ascend2 and our Research Partners fielded the Landing Page Optimization Survey and
6、completed interviews with 342 marketing, sales and business professionals from around the world. We thank them for sharing their valuable insights with you. The charts in this edition of the study titled Landing Page Optimization Survey Summary Report represent the average of all market segments res
7、ponding to the survey. Specific market segments are reported on exclusively by our Research Partners. This research has been produced for your use. Put it to work in your own marketing strategy planning and presentation materials. Clip the charts and write about them in your blog or post them on soc
8、ial media. Please share this research credited as published. Sergio Balegno Partner / CEO Research-Based Demand Generation for Marketing Solution Providers +1.800.762.1595 www.A 5 MOST IMPORTANT OBJECTIVES Converting landing page visitors to leads and/or customers is the cornerstone of online market
9、ing, and increasing the rate at which those visitors are converted is by far the most important objective of a landing page optimization strategy. 6 RATING LPO SUCCESS 27% of companies surveyed rate landing page optimization very successful at achieving important objectives. Another 54% are somewhat
10、 successful while 19% consider landing page optimization unsuccessful at helping them reach their goals. 7 OBSTACLES CHALLENGING SUCCESS Landing page optimization is a combination of art and science creative and methodical. Many companys are challenged by limited internal resources capable of provid
11、ing this skill set. They are also challenged by the lack of conversion-worthy content and an effective LPO strategy. 8 LPO RESOURCES As the previous chart showed, limited internal resources is the most challenging obstacle to LPO success, and the reason 77% of companies surveyed outsource all or par
12、t of their landing page optimization to access expertise and capabilities for improving performance. 9 MOST EFFECTIVE METHODS A/B testing is the act of running a simultaneous experiment usually on two versions of a single element on a landing page to gauge performance. It is the most effective metho
13、d for increasing conversion rates the most important objective of landing page optimization. 10 MOST DIFFICULT METHODS Multivariate testing is the act of running a simultaneous experiment on multiple elements of a landing page. It is the most difficult conversion optimization method to execute. It i
14、s important to factor degree of difficulty into an LPO strategy to avoid opting for easier, less effective methods. 11 EFFECTIVENESS VERSUS DIFFICULTY A/B testing and multivariate testing are polar opposites. A/B testing is the most effective and one of the least difficult methods for optimizing lan
15、ding page conversion rates, while multivariate testing is the most difficult and least effective method. 12 EXTENT OF LPO TESTING Testing enables incremental improvements to landing pages. The more extensively testing is performed, the greater the cumulative effect of testing will be. However, only
16、18% of companies test landing pages extensively while 23% do not test them at all. 13 MOST USEFUL METRICS In real estate, they say its all about location, location, location! In landing page optimization, its all about conversion, conversion, conversion! The three most useful metrics for measuring l
17、anding page performance are conversion rates, cost per conversion and revenue per conversion. 14 NOTES 15 SURVEY METHODOLOGY AND DEMOGRAPHICS Ascend2 benchmarks the performance of popular digital marketing strategies and practices using a standardized questionnaire, research methodology and propriet
18、ary 3-Minute Survey format. Findings are examined in a quantitative context by experienced analysts and reported objectively. This survey was conducted online from a panel of more than 50,000 US and international marketing, sales and business professionals representing a range of demographic roles,
19、channels and company sizes as follows: Number of Number of EmployeesEmployees More than 50018% 50 to 50022% Fewer than 5060% Role in the CompanyRole in the Company CEO / COO / CMO / CSO etc.32% Marketing VP / Director / Manager33% Sales VP / Director / Manager6% Marketing or Sales Staff19% Other10%
20、Primary Marketing/Sales ChannelPrimary Marketing/Sales Channel B2B (Business-to-Business)74% B2C (Business-to-Consumer)26% 16 ABOUT ASCEND2 ResearchResearch- -Based Demand Generation for Marketing Solution ProvidersBased Demand Generation for Marketing Solution Providers If marketing professionals a
21、re your ideal prospects, we can help you find more of them. Marketing software, data and media companies, and digital marketing agencies partner with Ascend2 to reliably generate demand and supplement marketing content for their firms. Our Research Partner Programs are transparent spotlighting your
22、brand and the interests of your market. Learn more at www.A 17 ASCEND2 RESEARCH-BASED DEMAND GENERATION Research Partner Programs provide white label reports and a guaranteed number of leads in two simple steps: 1. Choose 1. Choose the topics of interest to your target the topics of interest to your
23、 target market market 2. Choose an exclusive research segment for each marketing 2. Choose an exclusive research segment for each marketing topic topic Benchmarks for Success Research data from the successful program segment B2B Benchmarks Research data from the business-to-business segment B2C Benc
24、hmarks Research data from the business-to-consumer segment Enterprise Benchmarks Research data from the large company segment SMB Benchmarks Research data from the small and medium business segment Agency Benchmarks Research data from the marketing agency segment Leadership Benchmarks Research data
25、from the marketing leadership segment Other Benchmarks Research data unique to a specific topic when available If marketing professionals are your ideal prospects, watch this 90 second video. Content Marketing Email Marketing Video Marketing Organic Search (SEO) Marketing Automation Email List Growth Website Optimization Inbound Marketing Paid Search (PPC) Lead Generation Social Media Strategy Marketing Database
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