Marketing Budgets: Majority of organizations increasing landing page optimization budgets

By Daniel Burstein On Aug 15, 2012

In a recent MarketingExperiments blog post, we looked at research that showed landing pages to be one of the most effective elements to test. So the following research, from MarketingSherpa’s 2012 Search Marketing Benchmark Report – PPC Edition (free excerpt at that link) should not be surprising …

Chart: Percentage of organizations increasing budgets over 12 months, by primary channel

After all, not only are landing pages a more effective element to test, but almost every other element on this chart relies on the landing page for conversion – everything from a link in a tweet to a URL in print advertising.

Thus, if you are able to boost conversion by increasing your landing page optimization budget, then all the other investments you’re making to get traffic to that page – social media, PPC, email – will realize higher ROIs.

“Because of its central role, companies are prepared to invest in [the website’s] design, management, performance and optimization,” said Kaci Bower, Senior Research Analyst, MECLABS.

“To illustrate, here we see that 54-72% of all organizations plan to increase budgets for website upgrades. Additionally, most organizations plan to increase budgets for landing page optimization. These LPO efforts help organizations increase the quantity and quality of the visitor response to the website experience.”

Related Resources:

Marketing Campaign: Landing page optimization can help improve the return on your media spend

Landing Page Optimization: Easy landing page changes that have improved results for your peers

Email marketing: Improve conversions with better landing pages

Marketing Research Chart: Biggest budget increases expected in inbound marketing

Daniel Burstein 323 posts 125 comments

Daniel Burstein, Senior Director, Content & Marketing, MarketingSherpa and MECLABS Institute. Daniel oversees all content and marketing coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the marketing direction for MECLABS Institute — digging for actionable discoveries while serving as an advocate for the audience. Daniel is also a speaker and moderator at live events and on webinars. Previously, he was the main writer powering MarketingExperiments publishing engine — from Web clinics to Research Journals to the blog. Prior to joining the team, Daniel was Vice President of MindPulse Communications — a boutique communications consultancy specializing in IT clients such as IBM, VMware, and BEA Systems. Daniel has 18 years of experience in copywriting, editing, internal communications, sales enablement and field marketing communications.

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1 Comment

Malcom Pimple says 12 years ago

Well said about taxindexes, once we used to value them a lot in the 1990s Windows development. They’re still important for sites and web apps that require filling long forms.One particular thing of debate is the length of drop down lists. Some preach that they should be same as the previous textbox, while Facebook’s sign up page seems to have them of varying length.Also use radio rather than combos when you’ve got 3 options or much less to choose from.

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