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The Most Effective Landing Page Optimization Tactics

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Marketing leaders say A/B testing is the most effective website landing page optimization tactic, according to a recent report from Ascend2 and Act-On Software.

The report was based on data from an online survey of 176 marketing leaders (73% working at B2B-focused companies, 27% at B2C).

Some 52% of respondents say A/B testing is one of the most effective methods for optimizing conversion rates on website landing pages; copy optimization ranks as the second most effective method (48%), followed by segmentation/targeting (43%).

Below, additional key findings from the report.


Most Difficult Tactics

Respondents say multivariate testing is the landing page optimization tactic that's most difficult to execute, followed by segmentation/targeting.

Most Useful Metrics

Conversion rate is seen by respondents as the most useful metric for measuring landing page performance.

About the research: The report was based on data from an online survey of 176 marketing leaders (73% working at B2B-focused companies; 27% at B2C).


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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