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.”