Website Optimization Benchmark Report

Executive Summary

A website is an essential channel for attracting, engaging and converting customers.

Website Optimization is the continuous improvement of this channel to successfully achieve your marketing objectives.

To find out, Demand Metric in partnership with Ascend2 fielded the Website Optimization Benchmark Survey and completed interviews with 336 marketing and sales decision-makers and practitioners from around the world. We thank these busy professionals for sharing their valuable insights with you.

The charts in this edition of our study, titled Website Optimization Benchmarks by Revenue Attainment, compare the strategies and practices of companies that have succeeded in achieving or exceeding their revenue goals with those that have not.

Table of Contents

1. Introduction
2. Executive Summary
3. Achieving Revenue Goals
4. Website Optimization Objectives
5. Obstacles to Content Marketing Success
6. Premium Content Usage
7. Content Type Effectiveness
8. Content Type Execution
9. Content Campaign Resources
10. Content Marketing Software Usage
11. Channel Effectiveness for Content
12. Content & The Sales Cucle
13. About Marketo
14. About Demand Metric & Ascend2
15. Appendix - Survey Background

Research Methodology

Surveys are conducted online from a panel of more than 50,000 Ascend2 research subscribers, representing US and international marketing and sales decision-makers and practitioners in a range of contact roles, company types, sizes and geographic regions. The questionnaire used incorporates standardized research practices across all studies while maintaining a proven 3-minute survey format. Survey findings are examined in a quantitative context by experienced analysts and reported objectively. The Demand Metric and Ascend2 2014 Website Optimization Benchmark Report was administered online in March 2014. During this period, 398 responses were collected that were qualified and complete enough for inclusion in the analysis.