Why Landing Page Optimization Feels Hard

TechValidate recently conducted a survey of ion customers. In this survey they asked the motivating factors for choosing LiveBall, ion’s landing page solution. But they also covered how they were using landing pages, what was preventing them from being effective with a landing page optimization strategy, and what performance increase they’ve seen since deploying a landing page solution. 

According to the research, the top three factors for seeking a landing page solution was quite simply that landing page creation and testing is hard. Here’s the top three challenges ion customers faced pre-LiveBall:

• 67% of respondents said that landing page creation was arduous and time-consuming.
• 57% of respondents said their landing page creation was IT and code-heavy.
• 46% said there was little to no testing because of infrastructure.

I don’t want to turn this into a “Why everyone should have a landing page solution” conversation, and instead focus on marketing technology and operations. It’s always been interesting to me that marketers are given the responsibility of driving quality and quantity while increasing ROI yet aren’t driving the initiatives that can ultimately impact your marketing performance. How many of you can say, “I’m the owner of my destiny. I decide the timetable for creation, testing, and optimization of marketing programs.” If you are among one of those that can say “Yes, that’s me.” – you are ahead of the game. For many marketers, they don’t have the infrastructure to own their optimization. 

I think it’s time to take charge. There is a need to have technology-focused marketers sitting in marketing. No longer should we be competing with global IT projects. The need to relate is now and the ownership is on us. 

Want to learn more about the TechValidate research? Click here.