A/B Testing Considered Most Effective Landing Page Optimization Method

Multivariate testing is seen as difficult - but is it effective?
Continue reading » | April 20, 2015

US Adults’ Daily Major Media Consumption Estimates, 2011-2015

Adults' daily time spent with media continues to rise, propelled by mobile devices.
Continue reading » | April 20, 2015

Weekend Reading, 4/17/15

AceMetrix-Top-TV-Advertisers-in-Q12015-Apr2015Five national TV ads scored at least 20% higher than their respective categories' 12-month norm during Q1, reports Ace Metrix, led by Google-owned Android's "Peaceful Co-Existence" spot, which fetched an Ace Score of 647, 28.4% higher than the software and website category norm. Two of the 5 ads scoring at least 20% higher than the norm were Super Bowl ads, with Budweiser's "Lost Dog" performing well in the beer category and McDonald's "Pay With Lovin'" topping the QSR category. Likeability was a common trait behind all the Super Bowl spots that topped their respective categories.
Continue reading » | April 17, 2015

iOS App Push Notification Opt-in Benchmarks, by Industry, in 2014

UrbanAirship-Push-Notification-Opt-in-Rates-by-Indus-in-2014-Apr2015Source: Urban Airship
    Notes: Mobile applications examined by Urban Airship across 15 industries had a median push notification opt-in rate of 42% in 2014, according to an analysis of almost 3,000 apps and 100 billion push notifications sent to to more than 500 million users. Median rates were highest for charity/non-profit/foundation (58%) and business (54%) apps, and lowest for gaming (33%) apps. Top-performing apps (those in the 90th percentile in their categories) had opt-in rates above 50% in each industry, highest for travel apps (78%) and lowest for food & drink apps (51%). Of note, retail (46% to 36%) and media and entertainment (50% to 42%) had the biggest year-over-year declines in median opt-in rates.
    Continue reading » | April 17, 2015

    B2B Vendor Websites: What’s Important, and What’s Lacking?

    KoMarketingHuff-B2B-Form-Downloads-Content-Apr2015B2B vendor websites are often lacking the content elements buyers perceive as most important, according to a report [pdf] from KoMarketing, Huff Industrial Marketing and BuyerZone. As with last year's survey, the results suggest that vendors sometimes miss the basic information that can help establish credibility and move a buyer to request a quote.
    Continue reading » | April 16, 2015

    Are Marketers Using Insights Gleaned From Phone Calls?

    EconsultancyResponseTap-Use-of-Phone-Channel-Data-Apr2015Few marketers and e-commerce professionals (predominantly based in Europe) agree that they use insight from phone calls to tailor on-site content (40%) or off-site advertising (27%), according to results from an Econsultancy study [download page] produced in association with ResponseTap. The survey data also shows that fewer than half track the sales or lead value of the call (44%) or how callers have engaged online (43%).
    Continue reading » | April 16, 2015

    Video Ad Completion Rates, by Device Type, in 2014

    Vindico-Streaming-Video-Ad-Completion-Rate-by-Device-in-2014-Apr2015Source: Vindico [download page]
      Notes: Video ad completion rates were lower on devices with smaller screens last year, reports Vindico, as smartphone (46%) and tablet (54%) viewers completed ads at roughly half the rate of those watching on gaming consoles (95%) and OTT boxes (99%). The overall video ad completion rate stood at 78%, but just 37% of video impressions were both viewable and viewed to completion. (Completion rate figures exclude skippable ad impressions from Google/YouTube.) Separately, the average click-through rate for video ads was 0.62%, with that figure highest for tablets (3.62%) and smartphones (2.36%) and lowest for OTT boxes (0.01%) and game consoles (0.11%).
      Continue reading » | April 15, 2015

      B2B Marketers on Their Most Important Go-to-Market Strategies

      Regalix-B2B-Product-Launch-Go-to-Market-Strategies-Apr2015Source: Regalix [download page]
        Notes: Not surprisingly, understanding buyer needs or pain points (69%) counts as the most important go-to-market strategy for a product launch, according to a Regalix survey of senior B2B marketing executives and business leaders, a significant share (39%) of whom hail from the software & internet industry. The survey finds that websites and email are the top digital channels used for product marketing, while trade shows are easily the most popular offline channel. As far as content marketing goes, respondents cited product videos as the most suitable for introductory and growth phases of the product lifecycle.
        Continue reading » | April 15, 2015

        Keep scrolling for more charts and articles:

        Direct Media Response Rate, CPA and ROI Benchmarks
        US Teens’ Device Access, by Demographic
        Financial Services Marketers Keep CX Focus on Desktop Sites
        Q1 2015 Social Logins: Facebook Extends Overall Lead, Back on Top in B2B
        How Do Americans Feel About Receiving Direct Mail?
        AM/FM Radio Still Consumers’ First Choice For In-Car Audio
        Retail E-Commerce Roundup: Market Shares, Attractiveness, and More
        Asian and Hispanic Households “Worth More”
        What Information Will Consumers Share for Better Service?
        Top Social Video Advertising Metrics
        Top 10 Marketing Charts of the Month – March 2015
        More Loyalty Program Members Modifying Shopping Habits to Maximize Benefits
        US Smartphone Ownership and Leading Activities
        Globally, 6 in 10 Say Biggest Screen is Best Screen For Video Viewing
        Weekend Reading, 4/3/15
        Messaging Apps Significantly Outperform Average in Retention Rates
        Consumers on the Ideal Customer Experience
        More Mobile Phone Users Report Having Made Mobile Payments
        Mobile Email CTO Rates 40% Higher For Brands Using Responsive Design
        Easter Spending Expected to Grow Slightly This Year
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