by Meghan Lockwood, Research Analyst
Chart: Managerial functions related to LPO performed in 2010, by organizational roleQ. What job functions do you routinely perform with respect to Landing Page Optimization? Click here to see a larger, printable version of this chart
Regardless of the level of authority, an overwhelming majority of marketing executives and managers in organizations engaged in landing page optimization (LPO) were personally involved in reviewing Web analytics or test data reporting. This is a healthy indicator of how data-driven marketing departments have become.
These marketing executives and managers are also rolling up their sleeves and getting data themselves out of analytics tools. In addition, 72% of executives and managers are involved with copy writing and editing, and half develop process logic for pages and funnels.
In part, this trend is also a reflection of a large number of small marketing departments, where one person may be both CMO and data analyst. We see marketing managers and executives, on average, wear many different hats.
Our research reveals organizations have an average of only 1.13 full-time dedicated LPO employees, causing companies to expect a lot from each marketer to make LPO a reality.
For additional research data and insights about landing page optimization, download and read the free Executive Summary
from MarketingSherpa’s 2011 Landing Page Optimization Benchmark Report
Useful links related to this chartMarketingSherpa 2011 Landing Page Optimization Benchmark ReportBecome a Speaker at Optimization Summit 2012Landing Page Optimization: 5 questions every marketer should ask before choosing a testing tool Landing Page Optimization: 36 articles and resources to help you complete your next LPO project