eMarketer: Investing in Website Personalization to Boost Conversions

Better websites and landing pages can increase conversions and improve effectiveness of other campaigns

OCTOBER 5, 2010 – Boosting conversion is top of mind for marketers, but according to August 2010 research from conversion management solutions firm Maxymiser, companies may be focusing too narrowly to properly leverage all their efforts for maximum effectiveness.

More than half of senior marketers surveyed said the focus of their online marketing budget in 2011 would be search, with nearly as many planning to focus on website creation or optimization. Only about a third will make website personalization or targeting a priority, despite the fact that the vast majority agree site personalization increases conversions.

Site personalization can also enhance other efforts like search by providing the best possible landing pages for the keywords that direct web users to a site.

�By driving traffic to inefficient landing pages, these sites are missing out on revenue,� said Mark Simpson, founder and president of Maxymiser, in a statement. �Content optimization is a powerful way to augment SEO and SEM efforts, by improving the overall customer experience and reducing the cost of customer acquisition through these channels.�

Most respondents were in the very earliest stages of website personalization, if they had any plans in that direction at all. By the end of the year, about a fifth hoped to discuss strategies and the same number hoped to have an initiative planned. Just 14% said they would actually implement personalization by the end of the year, and 9.3% had already done so.

The largest barrier to site personalization efforts was cost, cited by 46.1% of senior-level marketers. No other problem was chosen by more than 12% of respondents.

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