Some recent Adobe landing page optimization research shows that marketers are catching onto this whole “optimization thing.” Many, however, have yet to grab some big opportunities.
The Adobe optimization survey queried more than 1,700 digital marketers. The findings are published in the “Top 5 Conversion Opportunities” report and a nifty infographic (note: you have to fill out a form to get the report).
The report’s insights are great, but we dug into the data and found a few of our own. Then we turned them into tips to boost your conversion rates.
Tip #1. Optimize more than landing pages
When someone says “conversion optimization,” marketers think “landing pages.” Not surprisingly, landing page tests are the most popular with 41% of marketers running them. And since the homepage is often a landing page, 33% of marketers are testing there as well.
The percentages start dropping like bricks from there. Here’s a chart from the Adobe report:
The big opportunity here is all the way at the top. Only 10% of marketers test their shopping carts and forms. Seriously!?! That’s less than half the number that test display ads!