An effective landing page is critical for marketers; it’s where a potential lead clicks and either converts—or doesn’t. So it’s important for marketers to pay close attention to how compelling their landing page really is for visitors.
Ascend2, an agency consulting company, and Research Underwriters surveyed business-to-business (B2B) and business-to-consumer (B2C) marketing professionals worldwide in August 2013 on their landing page optimization strategy. The greatest percentage from both groups considered conversion to be the most useful metric for analyzing the performance of their landing pages, cited by 57% of B2B respondents and 69% of B2C respondents. Clickthrough rate (CTR) was also important to B2B marketers, significantly more so than to B2Cs. Read the rest at eMarketing.