Site owners are naturally looking for where they can make the biggest improvements with the least effort in terms of resource and cost. I think this has led to the popularity of landing page optimisation through AB and multivariate testing.
The table shows that the use of KPIs is quite well understood today, with most marketers knowing their conversion rates from their bounce rates and AOV. Likewise, improving calls-to-action and development of landing pages has a relatively good level of focus.
But, the chart shows that most think there are many other areas they need to give more attention to. For me journey analysis is a key activity.
I think there are two issues here, first where visitors are routed to when they first come to the site and secondly, the journeys forward from the initial pages.
While…
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