A study finds B2Cs expect their landing pages to fuel conversions, but the majority leave money on the table due to poor testing.

Everyone knows that content is king, but marketers must also understand that not all formats are created equal. Social media content can spark conversations that put brands on the map, and videos can educate prospects about hidden product benefits, but a landing page may be the most important part of the equation. An Ascend2 and Research Underwriters study found that 69 percent of B2Cs measure the success of their landing pages by conversion rate. This KPI is slightly less important to B2Bs, of which only 57 percent listed conversion rate as the most important metric.

Consumer-facing brands that want to increase their web marketing performance are investing more in landing page strategies because this content often serves as the anchor of their sites. Brafton previously reported that more than three-quarters of surveyed marketing professionals dedicate the majority of their SEO campaigns to landing page optimization.

Despite the obvious importance of landing pages, approximately 67 percent of marketers surveyed by Ascend2 said their optimization practices are still only somewhat successful. Another 20 percent report their efforts are not performing well enough, and only 13 percent think their strategies are very successful.

This performance gap could be owed to poor testing, the report found. Nearly 75 percent of surveyed organizations said they don’t test at all to ensure their landing pages are easy to navigate, contain the optimal number of keywords and feature attractive calls to action. On the other hand, 33 percent of brands with superior strategies do extensive testing to ensure their landing pages successfully push consumers through the sales funnel to deliver impressive content ROI.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.