How often do SMB marketers optimize their site landing pages? Which page elements do they test? How are they using AI for landing page optimization? What are the biggest optimization challenges they face?
To find out, Unbounce and Ascend2 conducted a survey in July 2025 among 264 marketing professionals who work for businesses with 500 or fewer employees.
Most (61%) respondents say they optimize their landing pages bi-weekly or monthly.
SMB marketers say the landing page elements they test most are images/videos (59% test regularly) and layout (53%).
SMB marketers say they're using AI to get landing page design/layout recommendations (31% are doing this), to generate landing page copy (27%), to personalize landing page copy (26%), and to power chatbots (26%).
Respondents say the biggest challenges they face with landing page optimization are low traffic volume for testing (41% cite as a challenge), limited time or resources to build and test variants (37%), slow page load times or poor technical performance (33%), and difficulty with message or design consistency (33%).
About the research: The report was based on data from a survey in July 2025 among 264 marketing professionals who work for businesses with 500 or fewer employees.
