BENCHMARK

REPORT
2011 Landing Page Optimization
New research and insights on maximizing
the ROI of your website traffic
 MarketingSherpa 2011 Landing Page Optimization Benchmark Report

Landing Page Optimization Benchmark Report

New research and insights on maximizing the ROI of your website traffic

Author
Boris Grinkot, Associate Director of Product Development

Contributors
Sergio Balegno, Director of Research
Daniel Burstein, Director of Editorial Content
Robert Kemper, Director of Sciences
David Kirkpatrick, Reporter
Todd Lebo, Senior Director of Content & Business Development
Adam Sutton, Senior Reporter

Production Editor
Brad Bortone, Associate Editor

2011 Landing Page Optimization Benchmark Report

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 MarketingSherpa 2011 Landing Page Optimization Benchmark Report

TABLE OF CONTENTS
Table of Contents ..................................................................................................................... ii

Executive Summary ................................................................................................................. 1

New research and insights on maximizing the ROI of your website traffic ............................................ 1
Key finding: Steady growth of in-house staff associated with LPO functions ........................................ 3
Chart: Number of in-house employees entrusted with LPO from 2009 to 2011 ............................. 3
Key finding: ROI of LPO is ubiquitously positive, but a challenge to calculate ...................................... 4
Chart: Marketing executives and managers demonstrating the ROI of LPO in 2010..................... 4
Key finding: Transactional data is gold for segmentation and relevance .............................................. 5
Chart: Three-dimensional view of top segmentation and relevance tactics ................................... 5
Key Finding: Website objectives are key to decoding LPO practices ................................................... 6
Chart: Direct lead gen, content-for-lead, and e-commerce objectives in 2010, by industry ........... 6
Key Finding: Headline and call to action are the most impactful page elements .................................. 7
Chart: Top 5 of 17 page elements most consistently having “very significant impact” in 2010 ...... 7
Key Finding: Marketers managing online tests don’t validate results .................................................... 8
Chart: Marketers’ awareness and use of various methodologies to validate test results ............... 8

Chapter 1: Evolving role of Landing Page Optimization and its ROI ................................. 9
Chart: Landing page optimization annualized impact as a % of revenue in 2010 ........................ 10
Decision making in website optimization: teamwork, HiPPOs, and scientists ..................................... 11
Chart: Who called the shots in 2010: deciding on the best version of a page or process ............ 11
Chart: Who called the shots in 2010, by organization size .......................................................... 13
Chart: Who called the shots in 2010 from different points of view, by organizational role ........... 14
The evolving meaning of Landing Page Optimization ......................................................................... 15
Chart: Definition of a “conversion” in 2011 .................................................................................. 15
Chart: Popularity of terms describing landing page optimization in 2011 .................................... 16
Chart: Popularity of terms describing testing as part of LPO in 2011 .......................................... 17
Website objective determines optimization priorities and tactics ........................................................ 18
Chart: website objectives as determined by in-house marketers in 2010 .................................... 18
Chart: website objectives mapped to sales channels (B2B, B2C, or B2B2C) .............................. 19
Chart: Primary objectives: Direct lead gen, Content-for-lead, and E-commerce.......................... 20
Chart: Direct lead gen, Content-for-lead, and E-commerce mix, by industry ............................... 21
Chart: Direct lead gen, Content-for-lead, and E-commerce mix, by sales channel...................... 22
Chart: Multiple website objectives continue to be a challenge to LPO in 2010 ............................ 23
Chart: Likelihood of primary website objectives competing with other objectives ........................ 24
Marketer insights on their most important LPO-related learning experiences in 2010 ........................ 25
CMO insights: Most important learning experiences in 2010 ....................................................... 25
Marketer insights: Most important learning experiences in 2010 ................................................. 26
Agency insights: Most important learning experiences in 2010 ................................................... 28

Chapter 2: Facing LPO Challenges, Gaining Expertise, and Outsourcing ...................... 30

In-house expertise challenges to landing page optimization in 2010 .................................................. 31

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Chart: Key in-house expertise gaps that challenged LPO in 2010............................................... 31

Chart: Expertise gaps rated “very significant,” by primary website objective ............................... 32
Chart: Expertise gaps rated “very significant,” by sales channel ................................................. 33
Chart: Expertise gaps rated “very significant,” by industry ........................................................... 34
Operational and prioritization challenges to landing page optimization .............................................. 35
Chart: Top prioritization challenges for LPO in 2010 ................................................................... 35
Chart: Top operational challenges for LPO in 2010 ..................................................................... 36
Chart: Prioritization & operations challenges rated “very significant,” by website objective ......... 37
Chart: Prioritization & operations challenges rated “very significant,” by sales channel .............. 38
Chart: Prioritization and operations challenges ranked “very significant,” by industry ................. 39
Data analysis and testing challenges to landing page optimization in 2010........................................ 40
Chart: Top data analysis challenges for LPO in 2010.................................................................. 40
Chart: Top challenges to implementing testing as part of LPO in 2010 ....................................... 41
Chart: Data analysis and testing challenges ranked “very significant,” by sales channel ............ 43
Chart: Data analysis and testing challenges ranked as “very significant,” by industry ................. 44
Closing the LPO expertise gap ........................................................................................................... 45
Chart: University and workshop training in LPO and testing subjects completed by 2011 .......... 45
Chart: Formal training in LPO and testing-related subjects, by organizational role ..................... 46
Chart: Top sources for keeping on top of LPO and testing in 2010 ............................................. 47
Outsourcing LPO operations and expertise ........................................................................................ 48
Chart: Most popular LPO-related services in 2010, according to agency consultants ................. 48
Chart: Available LPO-related services in 2010, according to agency consultants ....................... 49
Chart: LPO functions performed by employees vs. outsourced in 2010 ...................................... 50
Chart: Organizations outsourcing specific LPO functions in 2010, by website objective ............. 51
Chart: Organizations outsourcing specific LPO functions in 2010, by organization size.............. 52
Chart: Organizations outsourcing specific LPO functions in 2010, by industry ............................ 53
Chart: Data analysis and design of experiments are in short supply ........................................... 54
Marketer insights on overcoming challenges to LPO in 2011 ............................................................. 55
CMO insights: Overcoming challenges to LPO in 2011 ............................................................... 55
Marketer insights: Small organizations (<100 emp) overcoming challenges to LPO ................... 56
Marketer insights: Mid-size organizations (100-1,000 emp) overcoming challenges to LPO ....... 57
Marketer insights: Large organizations (>1,000 emp) overcoming challenges to LPO ................ 57
Agency insights: Helping clients overcome challenges to LPO in 2011 ....................................... 58

Chapter 3: CMOs and Managers on Budgeting and ROI of Optimization and Testing .. 60
LPO delivering results in 2010 ............................................................................................................ 61
Chart: The ROI of LPO and the ability to calculate it by executives and managers in 2010 ........ 61
Chart: Influence of Testing as part of LPO on the ability to calculate and achieve ROI in 2010 .. 62
Chart: The ROI of LPO and the ability to calculate it by agency consultants in 2010 .................. 63
Chart: The ROI of LPO and the ability to calculate it in 2010, by website objective..................... 64
Chart: The ROI of LPO and the ability to calculate it in 2010, by sales channel .......................... 65
Chart: The ROI of LPO and the ability to calculate it in 2010, by industry ................................... 66
Budget allocation to LPO-related activities and human resources ...................................................... 67

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 MarketingSherpa 2011 Landing Page Optimization Benchmark Report

Chart: Relative weight of LPO-related expenditures in the 2010 budget ..................................... 67

Chart: Relative weight of LPO-related expenditures in the 2011 budget ..................................... 68
Chart: LPO salary expenses grow, but consulting expenses grow more ..................................... 69
Chart: Consulting, software, and salaries in the 2011 LPO budget, by website objective ........... 70
Chart: Consulting, software, and salaries in the 2011 LPO budget, by sales channel ................. 71
Chart: Consulting, software, and salaries in the 2011 LPO budget, by industry .......................... 72
Staffing is a key budget component related to LPO ............................................................................ 73
Chart: In-house staff associated with LPO functions grows steadily from 2009 to 2011 .............. 73
CMO insights on LPO budgets and ROI ............................................................................................. 74
CMO insights: balance among media spend, salaries, and consulting fees in 2011 ................... 74
CMO insights: Essential skills for new LPO-related hires in 2011 ............................................... 74
CMO insights: Critical factors in budget allocation between salaries and consulting services ..... 75

Chapter 4: Marketing Operations and LPO ......................................................................... 76

Propagation of LPO and testing in 2010 and going into 2011 ............................................................. 77
Chart: LPO performed in organizations based on testing and best practices in 2010 ................. 77
Chart: LPO performed by consultants based on testing and best practices in 2010.................... 78
Chart: LPO performed based on testing and best practices in 2010, by website objective ......... 79
Chart: LPO performed based on testing and best practices in 2010, by sales channel ............... 80
Chart: LPO performed based on testing and best practices in 2010, by industry ........................ 81
Chart: Plans to start performing LPO, and to add testing to existing LPO in 2011 ...................... 82
Chart: Plans to start performing LPO and to add testing in 2011, by website objective ............... 83
Chart: Plans to start performing LPO and to add testing in 2011, by sales channel .................... 84
Chart: Plans to start performing LPO and to add testing in 2011, by industry ............................. 85
Functional roles related to LPO .......................................................................................................... 86
Chart: Managerial functions related to LPO performed in 2010, by organizational role ............... 86
Chart: Optimization functions related to LPO performed in 2010, by organizational role ............. 87
Chart: Data analysis functions related to LPO performed in 2010, by organizational role ........... 88
Chart: LPO Testing functions performed in 2010, by organizational role ..................................... 89
Implementation of LPO projects .......................................................................................................... 90
Chart: Testing project funnel from launch to pushing optimized pages live in 2010 .................... 90
Chart: LPO sans testing project funnel from launch to pushing optimized pages live in 2010 ..... 91
Key LPO tools: Web analytics and testing platforms .......................................................................... 92
Chart: Most popular Web tracking and analytics tools among survey respondents in 2010 ........ 92
Chart: Use of multiple Web tracking and analytics tools in 2010, by LPO capability ................... 93
Chart: Most popular testing tools among survey respondents in 2010 ........................................ 94

Chapter 5: Actionable Metrics for Landing Page Optimization and Testing ................... 95
Web analytics and key performance indicators ................................................................................... 96
Chart: Top LPO metrics tracked in 2010 ..................................................................................... 96
Chart: Degree of reliance on individual metrics, by top metric ..................................................... 97
Chart: Top LPO metrics tracked in 2010, by website objective.................................................... 98
Chart: Top LPO metrics tracked in 2010, by sales channel ......................................................... 99
Chart: Top LPO metrics tracked in 2010, by industry ................................................................ 100

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 MarketingSherpa 2011 Landing Page Optimization Benchmark Report

Chart: Metrics that are not tracked due to improper Web analytics setup in 2010 ..................... 101
Chart: 14 metrics used as test “key metrics” or KPIs by marketers in 2010 .............................. 102
Chart: 14 metrics used as test “key metrics” or KPIs in 2010, by website objective .................. 103
Chart: 14 metrics used as test “key metrics” or KPIs in 2010, by sales channel ....................... 104
Chart: 10 metrics used as test “key metrics” or KPIs in 2010, by industry ................................. 105
Top 7 key metrics for each of 9 page categories tested in 2010 ....................................................... 106
Chart: Key performance indicators for Home page (not itself a product page) used in 2010 ..... 107
Chart: Key performance indicators for Category, listing, or similar page ................................... 108
Chart: Key performance indicators for Product, solution, or other offer page ............................ 109
Chart: Key performance indicators for Free download, webinar, or newsletter form pages ....... 110
Chart: Key performance indicators for Shopping cart or subscription process .......................... 111
Chart: Key performance indicators for Thank-you page ............................................................ 112
Chart: Key performance indicators for Contact Us, About Us or similar page ........................... 113
Chart: Key performance indicators for Payment page ............................................................... 114
Chart: Key performance indicators for RFP or other lead gen process ..................................... 115
Chart: Key performance indicators for Free account setup (no payment involved) ................... 116
Chart: Three categories of key metrics defined with respect to the P&L, by page or process ... 117
Marketer insights on key performance indicators for LPO ................................................................ 118
Marketer insights: Other traffic metrics ...................................................................................... 118
Marketer insights: Other activity metrics .................................................................................... 118
Marketer insights: Other e-commerce metrics ........................................................................... 119
Marketer insights on identifying optimization opportunities ............................................................... 120
Agency insights: Using data and experience to identify optimization opportunities ................... 120
B2B insights: Using data and experience to identify optimization opportunities ........................ 121
B2C insights: Using data and experience to identify optimization opportunities ........................ 122
B2B2C insights: Using data and experience to identify optimization opportunities .................... 122

Chapter 6: Key Components of LPO Strategy .................................................................. 124

Dedicated landing pages vs. default website .................................................................................... 126
Chart: Usage of customized or dedicated landing pages for each source of traffic in 2010 ...... 126
Chart: Usage of dedicated pages for mobile traffic .................................................................... 127
Chart: Usage of dedicated landing pages for each source of traffic, by website objective ........ 128
Chart: Usage of dedicated landing pages for each source of traffic, by sales channel .............. 129
Chart: Usage of dedicated landing pages for selected sources of traffic, by industry ................ 130
Chart: Effectiveness of using dedicated landing pages ............................................................. 131
Chart: Effectiveness of using dedicated landing pages, by corporate vs. consultants ............... 132
Chart: Effectiveness of using dedicated landing pages, by website objective ........................... 133
Chart: Effectiveness of using dedicated landing pages, by sales channel ................................. 133
Chart: Effectiveness of using dedicated landing pages, by source of traffic .............................. 134
Competitive intelligence .................................................................................................................... 135
Chart: Competitive intelligence collected and used in LPO projects .......................................... 135
Chart: Competitive intelligence collected and used in LPO projects, by sales channel ............. 136
Chart: Competitive intelligence collected and used by marketers, by LPO practice in 2010 ..... 137
Chart: The value of competitive intelligence tactics to LPO practitioners .................................. 138

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Chart: Competitive intelligence sources rated “very valuable,” by sales channel ...................... 139
Chart: The level of difficulty in using competitive intelligence in LPO ........................................ 140
Chart: 3D view of competitive research tactic value, ease of application, and usage ................ 141
Segmentation and relevance ............................................................................................................ 142
Chart: LPO practitioners using visitor data used to increase relevance ..................................... 142
Chart: Number of metrics collected by LPO practitioners to increase relevance ....................... 143
Chart: Applying visitor data to create segment-specific experiences ......................................... 144
Chart: Applying visitor data to create segment-specific experiences, by website objective ....... 145
Chart: Applying visitor data to create segment-specific experiences, by sales channel ............ 146
Chart: Applying visitor data to create segment-specific experiences, by industry...................... 147
Chart: Effectiveness of visitor data types in optimizing for relevance ........................................ 148
Chart: Visitor data types rated “very effective” for relevance, by corporate vs. consultants ....... 149
Chart: Visitor data types rated “very effective” for relevance, by website objective ................... 150
Chart: Visitor data types rated “very effective” for relevance, by sales channel......................... 151
Chart: Difficulty of incorporating segmentation-based relevance tactics in LPO ........................ 152
Chart: Transactional data is gold for segmentation and relevance ............................................ 153
Lead quality score ............................................................................................................................. 154
Chart: Lead gen marketers using a Lead Quality Score framework .......................................... 154
Chart: Lead gen marketers using a Lead Quality Score framework, by sales channel .............. 155
Chart: Lead gen marketers using a Lead Quality Score framework, by industry ....................... 156
Chart: Tactics used to balance quality and quantity of leads ..................................................... 157
Marketer insights: How to create relevant and targeted pages ......................................................... 158
Agency insights: Segmenting traffic and using segmentation data ............................................ 158
B2B insights: Segmenting traffic and using segmentation data ................................................. 159
B2C insights: Segmenting traffic and using segmentation data ................................................. 160
B2B2C insights: Segmenting traffic and using segmentation data ............................................ 160
Agency insights: Addressing the challenges of multiple traffic sources ..................................... 161
B2B insights: Addressing the challenges of multiple traffic sources .......................................... 161
B2C insights: Addressing the challenges of multiple traffic sources .......................................... 163
B2B2C insights: Addressing the challenges of multiple traffic sources ...................................... 163

Chapter 7: Landing Page Optimization Tactics ................................................................ 165

11 key pages and funnels optimized in 2010 .................................................................................... 166
Chart: Pages and funnels that marketers optimized in 2010 ..................................................... 166
Chart: Pages and funnels that marketers optimized in 2010, by website objective ................... 167
Chart: Pages and funnels that marketers optimized in 2010, by sales channel ......................... 168
Chart: Pages and funnels that marketers optimized in 2010, by industry .................................. 169
Marketer insights: Other pages and processes optimized in 2010 ............................................ 170
Chart: Difficulty level of optimizing a page or funnel in 2010 ..................................................... 171
Chart: The ease of optimizing a page or funnel in 2010, by LPO practice ................................. 172
Chart: The ease of optimizing a page or funnel in 2010, by website objective .......................... 173
Chart: The ease of optimizing a page or funnel in 2010, by corporate vs. consultants .............. 174
Marketer insights on page- and process-specific LPO practices ...................................................... 175
Marketer insights: Successful LPO practices without testing in 2010 ........................................ 175

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 MarketingSherpa 2011 Landing Page Optimization Benchmark Report

Marketer insights: Successful LPO practices by testing practitioners in 2010 ........................... 175
17 page elements optimized in 2010 ................................................................................................ 177
Chart: Key page element categories that marketers optimized in 2010 ..................................... 177
Chart: Page elements that marketers optimized in 2010 ........................................................... 178
Chart: Page elements that marketers optimized in 2010, by website objective ......................... 179
Chart: Page elements that marketers optimized in 2010, by sales channel .............................. 180
Chart: Page elements that marketers optimized in 2010, by LPO practice ................................ 181
Chart: Aggregate incidence of “very significant impact” of page elements by key category ...... 182
Chart: Impact of optimizing a specific page element on website performance in 2010.............. 183
Chart: “Very significant impact” of a specific page element, by website objective ..................... 184
Chart: “Very significant impact” of a specific page element, by sales channel .......................... 185
Chart: “Very significant impact” of a specific page element, by LPO practice ............................ 186
Chart: “Very significant impact” of a specific page element, by corporate vs. consultants ......... 187
19 optimization tactics applied in 2010 ............................................................................................. 188
Chart: Key tactical optimization categories applied in 2010 ....................................................... 188
Chart: Optimized website features and tactics marketers applied in 2010 ................................ 189
Chart: Optimized website features and tactics, by website objective ......................................... 190
Chart: Optimized website features and tactics, by sales channel .............................................. 191
Chart: Optimized website features and tactics, by LPO practice ............................................... 192
Chart: Aggregate incidence of positive impact of optimization tactics by key category ............. 193
Chart: Positive impact of adding or removing each tactic or feature in 2010 ............................. 194
Chart: Positive impact of each tactic or feature in 2010, by website objective ........................... 195
Chart: Positive impact of each tactic or feature in 2010, by sales channel ................................ 196
Chart: Positive impact of each tactic or feature in 2010, by LPO practice ................................. 197
Chart: Positive impact of each tactic or feature in 2010, by corporate vs. consultants .............. 198
Marketer insights on optimization tactics .......................................................................................... 199
Agency insights: Successful LPO tactics used without testing in 2010...................................... 199
Agency insights: Successful LPO tactics used by testing practitioners in 2010. ........................ 199
B2B insights: Successful LPO tactics used without testing in 2010 ........................................... 200
B2C insights: Successful LPO tactics used without testing in 2010........................................... 201
B2B2C insights: Successful LPO tactics used without testing in 2010 ...................................... 202
B2B insights: Successful LPO tactics used by testing practitioners in 2010 .............................. 202
B2C insights: Successful LPO tactics used by testing practitioners in 2010 .............................. 203
B2B2C insights: Successful LPO tactics used by testing practitioners in 2010 ......................... 204
Case Briefing .................................................................................................................................... 206

Chapter 8: Testing ............................................................................................................... 207

11 key pages and funnels tested in 2010.......................................................................................... 208
Chart: Pages and funnels tested in 2010 ................................................................................... 208
Chart: Pages and funnels optimized in 2010 with testing, by website objective ........................ 209
Chart: Pages and funnels optimized in 2010 with testing, by sales channel .............................. 210
Chart: Pages and funnels optimized in 2010 with testing, by industry ....................................... 211
Chart: The number of tests per page or funnel to achieve measurable impact in 2010 ............. 212
Testing methodologies and operations ............................................................................................. 213

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Chart: A/B split or sequential testing performed by marketers in 2010 ...................................... 213
Chart: A/B split or sequential testing, by sales channel ............................................................. 214
Chart: A/B split or sequential testing, by website objective ........................................................ 215
Chart: A/B split or sequential testing, by corporate vs. consultants ........................................... 215
Chart: Number of variables tested together in 2010 .................................................................. 216
Chart: Number of variables tested together, by sales channel .................................................. 217
Chart: Number of variables tested together, by website objective ............................................. 218
Chart: Number of variables tested together, by corporate vs. consultants ................................ 218
Chart: Multivariate testing methodology to minimize test duration ............................................. 219
Chart: Statistical validation of test results by marketers that manage online tests..................... 220
Chart: Typical required levels of confidence to validate test results used in 2010 ..................... 221
Case Briefing .................................................................................................................................... 222

Appendix ............................................................................................................................... 223

Benchmark survey demographics ..................................................................................................... 223
Chart: Survey respondents by geographic region...................................................................... 224
Chart: Survey respondents by industry type .............................................................................. 225
Chart: Survey respondents by primary sales channel ............................................................... 226
Chart: Survey respondents by organization size ....................................................................... 227
Chart: Survey respondents by organizational role ..................................................................... 228

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 MarketingSherpa 2011 Landing Page Optimization Benchmark Report 

EXECUTIVE SUMMARY  
NEW RESEARCH AND INSIGHTS ON MAXIMIZING THE ROI OF YOUR WEBSITE TRAFFIC 
Since the initial printing of the Landing Page Handbook by MarketingSherpa in 2002, landing page 
optimization (LPO) has steadily gained momentum as an opportunity for marketers to improve the 
performance  – not only of their Web pages, but also of related 
marketing activities that drive traffic, from search and email to social   
media.  Benchmark Report 

Growing sophistication and decreased average cost of measurement  MarketingSherpa Benchmark 
(Web and transactional analytics) tools, availability of primary  Reports provide marketing 
research from LPO thought leaders and emerging testing expertise,  executives and practitioners the 
have increasingly allowed marketers to justify their investment into  comprehensive research data and 
LPO.  Triple‐digit conversion rate improvements are still not  insights needed to compare an 
uncommon, even a decade after optimization practices were first  organization’s practices and 
systematically applied by marketers to their landing pages. As in  performance against industry 
other areas of marketing, demonstrating ROI has been the overriding  benchmarks, and guide strategic 
concern, yet LPO‐savvy marketers have consistently met this  decisions and tactical planning. 
challenge, numbers in hand. 

With this report, we examine the new LPO landscape to analyze how marketers’ utilization and 
organizational integration of landing page optimization and testing have evolved. 

The collective wisdom of more than 2,000 marketers 

A total of 2,673 marketers participated in this extensive survey on landing page optimization and testing. 
The result is an unprecedented view into the practices, preferences, failures and successes of your peers – 
assembled to help you learn, plan, and understand your organization’s relative stance compared to your 
competitors and marketers in general. 

Highlights of this year’s study 

• Challenges faced by LPO with respect to expertise gaps, and operational and political issues 
• Effectiveness of optimizing specific pages, and relative gains for pages that were tested 
• How organizations are allocating LPO  budgets and how these allocations are changing 
• Staffing related to LPO and the popularity of functions performed by employees vs. consultants 
• Usage, effectiveness and difficulty of common LPO tactics and specific page elements 
• Usage and effectiveness of landing pages with respect to specific types of inbound traffic  
• Metrics used to analyze LPO effectiveness and perform testing 
• Popularity and availability of agency services in LPO and testing 
• Testing methodologies and learning resources 

Organized for fast and easy reference 

The 2011 Landing Page Optimization Benchmark Report is a comprehensive reference guide that contains 
more than 170 charts with analytical commentary, hundreds of topical insights from your peers, several 

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 MarketingSherpa 2011 Landing Page Optimization Benchmark Report

abridged case studies of real-life optimization projects and more. To help you quickly locate the information
most relevant to your organization, data is provided for the following segments:

 Primary website objective: E-commerce, incentivized lead or direct lead generation

 Primary sales channel: B2B, B2C or B2B2C (mixed-channel)
 Representative industry sector

In addition, select data is presented based on particularly relevant respondent segments to provide an
especially telling or specialized view on the topic. These segments include:

 Consultancies that perform LPO and testing services

 Companies that perform testing vs. those that do not
 Respondent’s organizational role (CMO/executive vs. non-CMO/executive)
 Organization size (fewer than 100, 100-1,000, more than 1,000 employees)

Analytical commentary

Analysis and insights from survey data are provided, where appropriate, to assist the reader in interpreting
the data and identifying opportunities with respect to what the reader’s peers may be doing (or not doing)
in LPO. This commentary is offered to help the reader make both strategic decisions to develop or grow the
LPO practice, and tactical choices that deliver maximum return on investment in LPO.

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 MarketingSherpa 2011 Landing Page Optimization Benchmark Report

KEY FINDING: STEADY GROWTH OF IN-HOUSE STAFF ASSOCIATED WITH LPO FUNCTIONS
With landing page optimization proving itself as a reliable ROI driver, the number of employees with full- or
part-time responsibility focused on optimization and testing has steadily grown since 2009 and projecting
into 2011. This trend reflects both the increased awareness and perceived value of LPO.

Chart: Number of in-house employees entrusted with LPO from 2009 to 2011
Part-time or secondary responsibility

Full-time and primary responsibility

3.2 Total

2.4 Total
1.62

1.30
1.6 Total

0.83

1.56
1.13
0.73

2009 2010 2011

Source: ©2011 MarketingSherpa Landing Page Optimization Benchmark Survey
Methodology: Fielded Feb ruary 2011, N=2,673

This chart provides a separate count of employees in full- and part-time categories, meaning that for each
company, on average, the total LPO staff size is the sum of the two (the figure at the top of each stack). For
example, a company in 2010 had an average of 1.13 employees with full-time LPO responsibilities plus 1.30
employees occupied with LPO only part-time for a total of 2.4.

However, it should be noted that companies with zero employees involved in LPO are significantly under-
represented in this survey, as they are less likely to respond (or provide you with valuable insights) on LPO.
Had they been fully represented, these average figures would have been much smaller. This is likely good
news for most readers from the comparative perspective: If you have at least one LPO employee by 2011,
you are well in the game. If you do not, read on to discover key LPO challenges, best practices and
outsourcing opportunities to help you plan your path ahead.

3
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 MarketingSherpa 2011 Landing Page Optimization Benchmark Report

KEY FINDING: ROI OF LPO IS UBIQUITOUSLY POSITIVE, BUT A CHALLENGE TO CALCULATE

Among marketers that took on the challenges of executing LPO programs, almost all reaped the rewards –
at least those that were able to calculate them.

The chart below shows that aside from being least likely to demonstrate positive ROI from LPO, B2B
marketers are also the ones most challenged to calculate ROI in the first place. This is understandable, as
B2B websites tend to receive relatively low traffic. Therefore, B2B marketers are less likely to have
sufficient Web analytics data to establish a reliable financial model. As we will show later in this report, B2B
marketers are also significantly less likely to test, as compared to B2C marketers.

Chart: Marketing executives and managers demonstrating the ROI of LPO in 2010

Positive ROI Negative or no ROI ROI not calculated Don't know

B2B 33% 3% 45% 20%

B2C 51% 0% 35% 13%

Both-
57% 2% 23% 17%
B2B2C

Source: ©2011 MarketingSherpa Landing Page Optimization Benchmark Survey

Methodology: Fielded Feb ruary 2011, N=2,673

Again, there is an inevitable bias in the data. Those achieving positive ROI were more likely to respond to
the survey. Given this bias, the proportion of respondents that “could not or did not calculate an ROI” is
especially high. This trend indicates that even when calculating ROI is a challenge, marketing managers and
executives are nevertheless concerned about LPO, likely as a result of others’ published LPO successes.

It should be noted that the “don’t know” segment is surprisingly large across the board, together with the
“ROI not calculated” segment signaling an opportunity for data-driven marketers to capitalize politically on
LPO’s effectiveness.

4
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 MarketingSherpa 2011 Landing Page Optimization Benchmark Report

KEY FINDING: TRANSACTIONAL DATA IS GOLD FOR SEGMENTATION AND RELEVANCE

“Relevance” has only recently been overshadowed by “engagement” and “influence” as digital marketers’
top-of-mind buzz words. For landing page optimization (as for marketing in general), relevance continues to
be both critical and elusive. With static and stale websites at the one extreme and CRM-driven custom
content at the other, marketers are becoming increasingly sensitive to website traffic diversity. Different
visitors have different motivations, want different things and prefer different communication styles.

Teasing out these preference segments from visitor behavior is difficult, but can be highly rewarding.
Combined with testing, segmentation allows fine-tuning relevance not only in terms of content, but in
terms of how that content is presented. The chart below demonstrates which segmentation tactics have
been shown to be most effective.

Chart: Three-dimensional view of top segmentation and relevance tactics

Sphere size indicates usage
55%
Geographic origin

50%

Source of traffic
Past purchase
45% history
Ease of utilization

Seasonality

Browser/device
type Messaging in the
40%
referring ad or
page

35% Returning vs. New

visitors

Site browsing
30% patterns
CRM data beyond
purchase history

25%
20% 25% 30% 35% 40% 45% 50% 55%
Effectiveness
Source: ©2011 MarketingSherpa Landing Page Optimization Benchmark Survey
Methodology: Fielded Feb ruary 2011, N=2,673

Not surprisingly, the most often-utilized segmentation data is also among the least difficult to apply with
respect to IT and other resources in optimizing for relevance. Recognizing “returning vs. new” visitors has
been surprisingly ineffective, while the more sophisticated ways of recognizing, storing and applying data
on past interactions with a site visitor are both the most difficult to orchestrate and provide the greatest
return. Notably, the tactic of using the messaging in the referring ad or page can be especially easy to apply
when the marketer also controls that messaging, making it a highly efficient way to segment.

5
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 MarketingSherpa 2011 Landing Page Optimization Benchmark Report

KEY FINDING: WEBSITE OBJECTIVES ARE KEY TO DECODING LPO PRACTICES

Without an objective, optimization is simply pushing things around on a page. Optimization cannot occur in
a vacuum. A page, a process, a message, etc., is optimized for a certain desired outcome. Practices
described in this report must be understood in terms of the website objectives. As we can see in the chart
below, while some objectives map neatly on our intuitive understanding of certain industries, others are
somewhat unexpected.

Chart: Direct lead gen, incentivized lead, and e-commerce objectives in 2010, by industry

Direct lead gen Incentivized lead E-commerce

Travel or Hospitality 28% 5% 49%

Technology Equipment
51% 33% 20%
or Hardware

Software or SaaS 44% 48% 29%

Retail or E-tail 17% 9% 86%

Professional or
47% 22% 28%
Financial

Media or Publishing 22% 37% 45%

Marketing Agency or
36% 24% 25%
Consultancy

Manufacturing or
51% 17% 37%
Packaged Goods

Education or
36% 27% 30%
Healthcare

Source: ©2011 MarketingSherpa Landing Page Optimization Benchmark Survey

Methodology: Fielded Feb ruary 2011, N=2,673

Lead generation is not only a dominant concern across industries, but also has significant presence in retail
and e-commerce. Yet, as we will see later in this report, almost 80 percent of marketers do not employ a
lead quality score to determine the right balance between lead quality and quantity. Without taking the
cost of sales into account, increased online conversion-to-lead may belie a decrease in revenue, not to
mention cause some animosity from the sales folks across the hall.

6
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 MarketingSherpa 2011 Landing Page Optimization Benchmark Report

KEY FINDING: HEADLINE AND CALL TO ACTION ARE THE MOST IMPACTFUL PAGE ELEMENTS
Given limited time and resources, simply optimizing or even testing can be an exercise in futility. You can
spend several months perfecting a button, but even the most optimal button color may not provide a
noticeable improvement in the conversion rate. We asked marketers to report on their experience with 17
of the most commonly tested page elements in terms of impact on website performance.

Below are selected elements ranked most consistently across the three website objectives as having “very
significant impact” as a percentage of marketers that optimized them. Importantly, this ranking varies very
significantly depending on the objective, industry, and sales channel segments, broken out in the full report.

Chart: Top 5 of 17 page elements most consistently having “very significant impact” in 2010

41% Direct lead gen

Headline copy 40% Incentivized lead

33% E-commerce

42%

Content of images 36%

43%

41%

Body copy 41%

33%

44%

Form layout 34%

38%

Source: ©2011 MarketingSherpa Landing Page Optimization Benchmark Survey

Methodology: Fielded Feb ruary 2011, N=2,673

The headline has been repeatedly shown to provide high impact, and its success factors into the ranking
below. Often, it makes the difference between the visitor reading any content and going for the dreaded
“X” button. The call to action is not surprisingly twice in the top five – supporting the reason and providing a
clear opportunity to act, which are critical to conversion. Of course, you can no longer stop at best
practices; you must test to confirm that a specific tactic will work for your website. If you are just starting
out in LPO, this report provides a starting point for trying out best practices that have worked for your
peers. If you are a seasoned LPO and testing expert, you can evolve and calibrate your own LPO efforts
against your competitors by using the more granular breakouts in this report.

7
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 MarketingSherpa 2011 Landing Page Optimization Benchmark Report

KEY FINDING: MARKETERS MANAGING ONLINE TESTS DON’T VALIDATE RESULTS

We asked marketers – not just a random group, but those who had previously indicated that they were
involved in generating a formal design of experiments, calculating the appropriate number of treatments
and traffic volume for a test, and/or hands-on operated a testing software platform – how they arrived at
statistical validity for their test results.

It is no surprise that the statistical methodology in play may be obscured by the testing and analytics
software in a marketer’s toolkit. However, we were surprised to find that between one-third and one-half
of testing-savvy marketers did not calculate statistical significance at all. This means that even though they
test, they determine (and presumably, act upon) a test’s winner without solid analysis to support it.

Chart: Marketers’ awareness and use of various methodologies to validate test results

Chi Square test

21%
ANOVA 12%

T-test 16%
We don't calculate
statistical We do Testing platform
significance 60% calculates
40% statistical
significance
(method not
selected)
54%
Other 6%

Source: ©2011 MarketingSherpa Landing Page Optimization Benchmark Survey

Methodology: Fielded Feb ruary 2011, N=2,673

This certainly does not imply that every marketer should go out and get a degree in statistics. However, in
our ROI-driven world of digital marketing, testing without calculating statistical significance of the data is
not much different than not testing at all. Perhaps it is even more problematic, as it generates complacency
from knowing that the most powerful ways of optimizing are being employed, yet does not provide the
company with the value that comes from making decisions based on validated data.

8
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