SUMMARY: Data analysis is one of the top expertise gaps challenging LPO. We wanted to learn more about specific challenges marketers face in these areas. Find out the results from a survey of more than 2,600 marketers in this week’s chart.
In data analysis, expanding insights from simple Web analytics to offline transactions, as well as online transactions that happen on subsequent visits, pose the greatest challenges. Being able to track this data requires not only additional technology investment, but also careful data modeling to make this information meaningful and actionable.
Segmentation is a key to relevance and also an essential consideration for valid design of experiments. From the data analysis point of view, creating meaningful segments requires being able first to collect the appropriate visitor information (demographic data, personal information, behavioral data based on website navigation), keeping track of the visitor to keep all the information attributed correctly, and then performing statistical analyses to reveal the most useful segments.
Merely segmenting by all available data is not always practical. Segments may become too small to be useful, or too broad to be meaningful. Furthermore, some segments may exist in reality, yet be impossible to separate on a website. For instance, some people respond to short copy better than to long copy -- but we can only distinguish these groups after they have interacted with a page.
For additional research data and insights about landing page optimization, download and read the free Executive Summary from the MarketingSherpa 2011 Landing Page Optimization Benchmark Report.
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