April 30, 2013

Marketing Research Chart: Measuring website optimization ROI

SUMMARY: In this week's chart, we look back to the 2012 Website Optimization Benchmark Report to learn how effectively marketers were using website optimization. Be sure to share your own analysis of this chart in the MarketingSherpa LinkedIn Group for a chance to be published in a future blog post.
Marketers' interest in optimization has grown dramatically over the past 10 years, largely because organizations have used testing strategies to boost conversion and ROI.

Still, an optimization program is only as good as its results. We wanted to know how effectively marketers were utilizing website optimization, so we asked …

Q: Did optimization or testing demonstrate ROI in 2011?

View Chart Online

Click here to see a printable version of this chart

Interestingly, more than half (53%) of marketers indicated they could not (or did not) calculate the ROI of their website strategies.

As noted in a different section of the 2012 Website Optimization Benchmark Report, the website accounts for 25% of all marketing spending. Failing to measure optimization efforts means marketers have no idea whether or not their budget dollars are working.

For marketers who track optimization ROI, the results were very favorable: 38% report a positive ROI, while only 3% report a negative ROI. It appears, for those who track ROI, optimization has a positive effect on their online efforts, and ultimately, the company balance sheet.

Points to Consider

Is your organization currently tracking website optimization ROI? Is ROI even a primary driver for your optimization efforts? If not, what barriers have prevented you from doing so? Have any of your findings caused you to make changes in your optimization moving forward?

For more information about website optimization, download the free excerpt from the 2012 Website Optimization Benchmark Report. And, be sure to share your own analysis of this chart in the MarketingSherpa LinkedIn Group for a chance to be published in a future blog post.

Useful links related to this research

Testing and Optimization: SAP’s Test Lab increased digital leads 27%, led to 20% budget savings

A/B Testing: Why don’t companies track ROI of testing and optimization programs?

Webinar Replay — Maximizing the ROI of website traffic by reducing visitor anxiety

Marketing Research Chart: Email marketing ROI

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