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%).
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