Most Internet Marketers Failing To Optimize Conversions
By Anna Johnson on September 2nd, 2009Research by Omniture indicates that the vast majority of Internet marketers are doing very little to optimize their conversion activities.
Among the findings of Omniture’s 2009 Online Conversion Benchmark Survey are that:
- 80 percent of online marketers do not promote content based on performance metrics;
- 46 percent are spending less than five hours per week optimizing onsite conversion;
- 80 percent of respondents do not serve personalized content to visitors; and
- 70 percent of decisions concerning promotional content are made by one person, unsupported by data.
One of Omniture’s conclusions from all this is that many marketers are weighed down by manual processes which, ironically, means they are unable to optimize and increase their conversions! The research shows that:
- Nearly 50 percent of Internet marketers are using manual processes to test promotional content;
- Of those that do target, 72 percent are targeting manually; and
- 66 percent have a manual process for recommending product or content changes.
Almost 60 percent of respondents were business-to-consumer companies with about 50 percent of respondents’ main focus being ecommerce. 36 percent were lead generation sites, with the remainder divided between media, financial services and other sectors.
In terms of budget, Omniture found that 41 percent of respondents were spending at least $500,000 per year on advertising, with 80 percent allocating less than 15 percent of their budgets to onsite optimization activities.
