If you’ve been reading this blog for just about any amount of time, you already know that landing page optimization is an effective way to increase the ROI of your website traffic.
But when most people think of landing pages, they think of pages tied to certain traffic sources. The most popular of those sources are generally PPC ads and email messaging.
But there are a few other opportunities to capitalize on your traffic with landing pages. Take a look at this marketing research chart from Boris Grinkot’s 2011 MarketingSherpa Landing Page Optimization Benchmark Report:
According to the chart, most marketers aren’t optimizing traffic from:
- Social media sites
- Referring sites
- Organic search
Now right off the bat, you might be thinking that the reason those traffic sources aren’t capitalized on has to do with the fact that most websites aren’t getting traffic from those sources.
However, this data only factors in marketers who have traffic from these sources.
So for example, of the E-Commerce sites that are currently receiving organic search traffic, only 31% of them are capitalizing on it with dedicated landing pages.
The fact that some marketers are dedicating landing pages to these particular sources of traffic is a good indicator that they are working to convert that traffic, but that most marketers are simply missing out.
This one chart signals that there is a tremendous opportunity to get ahead of your competition and start capitalizing on more of your traffic.
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This is simply one insight from one chart in the Benchmark Report. If you really wanted to, I’m sure you could get a lot more out of this chart. You’re only limited by your own business intelligence.
For the next few days, the entire chapter from the Benchmark Report this chart is in can be downloaded for free thanks to a generous sponsorship from HubSpot. All you need to do to get your 41 free charts including Boris’ insightful analysis is click the link below, fill out the form on the landing page, and download the chapter.