Lack of in-house skills, conversion-worthy content and strategy all present LPO challenges
Landing page optimization (LPO) is critical for any marketer looking to turn site visitors into leads—and eventually, customers. Indeed, increasing conversions ranked as the most important objective of an LPO strategy among marketing professionals polled worldwide by Ascend2 earlier this month by a long shot, cited by 93%.
However, despite the importance of the landing page, just 27% of respondents said they were “very successful” at LPO. More promising was the fact that 54% were “somewhat successful.”What was preventing respondents from reaching the “very successful” level? A lack of in-house skills was the biggest issue, with 45% citing limited internal resources as an obstacle to LPO success. And despite the fact that conversions were the primary goal of landing pages, more than four in 10 marketers said they lacked conversion-worthy content. Fully 40% were also struggling to even come up with a strategy…
