training > publications > benchmark-report > 2011-landing-page-optimization

Benchmark: Landing Page Optimization

Summary of Contents:

  • Chapter 1: Evolving role of Landing Page Optimization and its ROI (p.16-37)
    • Decision making in Web site optimization: teamwork, HiPPOs, and scientists
    • The evolving meaning of Landing Page Optimization
    • Web site objective determines optimization priorities and tactics
    • Marketer insights on their most important LPO-related learning experiences in 2010
  • Chapter 2: Facing LPO Challenges, Gaining Expertise, and Outsourcing (p.38-67)
    • In-house expertise challenges to landing page optimization in 2010
    • Operational and prioritization challenges to landing page optimization
    • Data analysis and testing challenges to landing page optimization in 2010
    • Closing the LPO expertise gap
    • Outsourcing LPO operations and expertise
    • Marketer insights on overcoming challenges to LPO in 2011
  • Chapter 3: CMOs and Managers on Budgeting and ROI of Optimization and Testing (p.68-83)
    • LPO delivering results in 2010
    • Budget allocation to LPO-related activities and human resources
    • Staffing is a key budget component related to LPO
    • CMO insights on LPO budgets and ROI
  • Chapter 4: Marketing Operations and LPO (p.84-102)
    • Propagation of LPO and testing in 2010 and going into 2011
    • Functional roles related to LPO
    • Implementation of LPO projects
    • Key LPO tools: Web analytics and testing platforms
  • Chapter 5: Actionable Metrics for Landing Page Optimization and Testing (p.103-128)
    • Web analytics and key performance indicators
    • Top 7 key metrics for each of 9 page categories tested in 2010
    • Marketer insights on key performance indicators for LPO
    • Case Briefing: Identifying optimization opportunities with funnel analysis
  • Chapter 6: Key Components of LPO Strategy (p.129-167)
    • Dedicated landing pages vs. default Web site
    • Competitive intelligence
    • Segmentation and relevance
    • Lead quality score
    • Case Briefing: Segmenting traffic results in maximizing the conversion rate for each segment
  • Chapter 7: Landing Page Optimization Tactics (p.168-203)
    • 11 key pages and funnels optimized in 2010
    • Marketer insights on page-specific LPO tactics
    • 17 page elements optimized in 2010
    • 19 optimization tactics and Web site features applied in 2010
    • Marketer insights on optimization tactics
    • Case Briefing: Optimizing the call to action
  • Chapter 8: Testing (p.204-227)
    • 11 key pages and funnels tested in 2010
    • Testing methodologies and operations
    • Marketer insights on testing
    • Case Briefing: Testing eliminates guessing from executive decision making
  • Appendix (p.228-233)