How Do Landing Page Objectives Differ for B2Bs vs. B2Cs? - eMarketer

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How Do Landing Page Objectives Differ for B2Bs vs. B2Cs?

Conversion metric is key for both types of companies

August 26, 2013

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, 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.

Most Useful Metrics for Analyzing Landing Page Optimization Performance According to B2B and B2C Marketing Professionals Worldwide, Aug 2013 (% of respondents)

This disparity is likely a reflection of the differing objectives of B2Bs and B2Cs for their landing pages. More than three out of five B2B marketers sought to increase leads from the landing page—thus a click would be worth quite a bit to these respondents. By contrast, only 34% of B2Cs showed interest in generating leads from the landing page.

B2C marketers were far more interested in the lead-to-customer conversion rate, as well as increasing direct sales from the landing page, again underscoring that closing the deal remains the unparalleled end goal for these companies.

Most Important Objectives of Company Landing Page Optimization Strategy* According to B2B and B2C Marketing Professionals Worldwide, Aug 2013 (% of respondents)

Marketers have a number of different landing page elements they can look at when they’re trying to determine what’s working and what’s not on the page. The greatest percentage of both B2Bs and B2Cs most often tested the optimization of their call-to-action. That was followed by the website headline. When trying to improve their landing page strategy, 51% of B2B marketers and 65% of B2C marketers said simplifying the landing page and doing a redesign was the most effective optimization tactic.

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