Client Connection Research™ conducted by Ascend2 and [Research Partner]
Website Marketing Optimization
Benchmark Summary Report
The most challenging obstacles to website marketing optimization success
in the year ahead and how marketers plan to overcome them.
Website Marketing Optimization Benchmark Summary Report
Ascend2 Research Conducted in Partnership with Leading Marketing Solution Providers.
This work is licensed under the Creative Commons Attribution-NonCommercial 3.0 Unported License.
Table of Contents
Website marketing optimization improves performance 4 Most important website marketing optimization objectives 5 Rating the success of website marketing optimization 6 Most challenging obstacles to website optimization success 7
Website pages and processes optimized 8
Page elements with the most impact on performance 9
Adoption of website personalization practices 10
How website personalization is performed 11
Testing performed on website pages 12
Resources used to execute website optimization 13
Research methodology and survey demographics 15
About Ascend2 17
Website marketing optimization improves performance
A website is an essential channel for attracting, engaging and converting customers. Website Marketing Optimization is the continuous improvement of this channel to successfully achieve your marketing objectives.But what will be the most challenging obstacles to Website Marketing Optimization success in the year ahead and how will marketers overcome them?
To find out, Ascend2 and our Research Partners fielded the Website Optimization Benchmark Survey and completed interviews with 336 marketing and sales professionals from around the world. We thank them for sharing their valuable insights with you.
The charts in this edition of our study, titled the Website Marketing Optimization Benchmark
Summary Report, represent the average of all market segments responding to the survey. Specific
market segments are reported on exclusively by our Research Partners.
This research has been produced for your use. Put it to work in your own marketing strategy planning and presentation materials. Clip the charts and write about them in your blog or post them on social media. Please share this research credited as published.
Sergio Balegno
Increasing lead generation and traffic volume are the top
objectives for websites in the year ahead. Keeping
website visitors engaged is also an important goal.
A limited website budget is the most challenging
obstacle to success. Without appropriate funding for
website improvement, objectives are difficult to achieve.
Motivating a prospect or customer to act is always a
challenge. As a result, optimizing the call-to-action on a
page will have the most impact on website performance.
Of those who use personalization, 36% have transitioned
from manual to automated practices that dynamically
generate pages based on IP, behavioral and other data.
49% of companies outsource all or part of their website
optimization program, gaining access to the specialized
skills required to improve website performance.
Research methodology
Ascend2 Research Surveys are conducted online from a panel of more than 50,000 US and international marketing and sales decision-makers and practitioners
representing a range of contact roles, company types, sizes and geographic regions. The questionnaire used is standardized to incorporate these methodologies across all studies while maintaining our proven 3-Minute Survey format. Survey findings are examined in a quantitative context by experienced analysts and reported objectively.
About Ascend2
Research-Based Demand Generation for Marketing Solution Providers
Marketing agencies, marketing software and data companies partner with Ascend2 to reliably generate new business opportunities. Our integrated research, content creation and demand generation process is transparent – putting the spotlight on your brand and the interests of your audience.
Learn more at www.Ascend2.com
Marketing agencies, software and data companies partner
with Ascend2 to generate demand and supplement content.
White label research reports contain 15-18 pages of research that features your brand and the interests of your target market. To become a partner, all you do is:
1. Choose the topics of interest to your target market:
2. Choose an exclusive research segment for each marketing topic:
• Benchmarks for Success [A comparison of Very Successful and Not Successful segments]
• Benchmarks by Channel [A comparison by or targeting of B2B and/or B2C segments]
• Benchmarks by Company Size [A comparison by or targeting of SMB and/or Large Enterprises]
• Agency Benchmarks [The Agency perspective based on a wide-range of client experience]
• Benchmarks by Resources [A comparison of Outsourced and In-house campaign segments]
• Benchmarks for Europe [The European perspective on marketing practices and performance]
• Benchmarks by Revenue Attainment [A comparison of performance by Revenue Targets Attained]
• Content Marketing
• Email Marketing
• Video Marketing
• Organic Search (SEO)
