Your digital marketing team spends dozens of hours developing the strategy and planning an annual promotion for one of your largest clients, a luxury boat manufacturer and their dealers.
Your team writes the copy, then designs and develops several landing pages for the promotion. All looks good for the promotion to go live. Now it’s time to cross your fingers, hope for the best and move on to the next project. You’ll measure results at the end of the promotion, right?
Sure you will, if you’re a fool.
Long gone are the days of launching a marketing program, letting it idle and hoping for “good” results. Today’s competitive marketing landscape requires careful analysis to create better digital experiences for your customers and to increase the value of those experiences. Modern optimization methods and experiences drive proven business benefits — from increased leads to increased revenue and everything in between.
Below are 18 quick stats that show the importance of landing page testing and optimization, whether the marketing goal is to increase brand engagement or revenue.
Optimization Has Qualitative and Quantitative Benefits
- 98 percent of digital marketers agree that optimization is valuable to the success of their marketing and product strategy.
- 94 percent of digital marketers agree that optimization improves their understanding of their customers.
- 91 percent of digital marketers agree that optimization increases their conversion and engagement metrics.
- 87 percent of digital marketers agree that optimization improves the ROI of their marketing campaigns.
Optimization Has a Positive Impact on the Company Process, Creativity Levels and Learning
- 87 percent of digital marketers agree that optimization is seen as a catalyst for building company cultures of experimentation and learning.
- 80 percent of digital marketers agree that optimization improves creative output of the team.
- 76 percent of digital marketers agree that optimization improves the speed to execute on ideas.
Marketing Programs Will Invest in Optimization More Heavily in the Next 12 Months
- 53 percent of digital marketers indicated that they plan to increase their budget for optimization in the next 12 months.
- 57 percent of managers and 61 percent of executives were also more likely to report a planned increase.
The Majority of Companies Have At Least One Team Member Devoted To Optimization
- 52 percent of companies have one or more dedicated employees assigned to conduct optimization projects.
Out of All Agency and Company Departments, Most Agree That Optimization is Left Up to the Marketing Team
- 62 percent of digital marketers stated that marketing is involved with optimization.
Digital Marketers That Do Optimize Are Doing It Frequently
- 58 percent of digital marketers run experiments on at least a weekly cadence.
- 27 percent of digital marketers run experiments on at least a monthly basis.
Almost All Digital Marketers Prioritize Optimization Efforts, With Top-of-Mind Goals of Better Customer Interaction and Increased Revenue
- 65 percent of digital marketers focus on increasing the value of customer interactions and increasing overall revenue.
- 58 percent of digital marketers focus on improving the ease of use and satisfaction levels for the customer.
Most Teams Measure the Success of Optimization Efforts Based on Conversion Improvements and Revenue Generated
- 58 percent of digital marketers measure their success based on cumulative conversion improvements.
- 52 percent of digital marketers measure their success based on revenue generated.
Next time you’re gearing up for your next promotion or brand experience, don’t be the fool who gets beat by the competition for letting the program idle. Better yet, don’t miss out on the leads you could have generated or sales you could have driven because you weren’t doing your part to test and optimize every aspect of the customer experience.
The source for all stats in this post are credited to:
Optimizely (2015). The Optimization Benchmark: The Race to Find the Ideal Customer Experience.