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The Most Effective Tactics for Optimizing B2B Landing Pages

by Ayaz Nanji  |  
September 14, 2015

B2B marketers say A/B-testing is the most effective tactic for increasing conversion rates on website landing pages, according to a recent report from Conversion Mechanics and Ascend2 Research.

The report was based on data from a survey of 197 professionals working at B2B-focused companies.

Half of respondents say A/B-testing is one of the most effective methods for optimizing conversion rates on landing pages—the highest percentage of any tactic.

Segmentation/targeting is next (cited by 46% of respondents), followed by copy optimization (44%), responsive design (34%), and event-triggered emails (26%).

Only 15% of respondents say they do extensive testing of landing pages, despite the perceived effectiveness of testing methods.

Multivariate testing—running a simultaneous experiment on multiple elements of a landing page—is seen as the hardest optimization tactic to execute (41% say it among the most difficult), followed by segmentation/targeting (31%), usability testing (31%), and copy optimization (30%).

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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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  • by John McCoy Mon Sep 14, 2015 via web

    Any indication why? When it's so easy and so effective, why aren't more people doing it?

  • by Jimmy Ellis Wed Sep 16, 2015 via web

    Before I started Conversion Mechanics I was at for 8yrs. I can tell you first hand that most companies do not have the internal resources to conduct tests regularly. There are easy tools to use but it takes some technical knowledge (html and working with templates at a minimum) to setup a test. Then there is "what to test" , understanding the metrics, etc. It becomes a new job that most companies do not have a budget for because they have never conducted testing. There is also "throwing up a test" vs. a real testing plan based on your funnel, metrics, and customer sticking points. In the end, it's un-clear how to get started. I've been doing it since 2002 and testing is still in it's infancy in my opinion. This input is from talking with and qualifying clients for 13yrs (and most of those already knew about testing and it's value).

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