Unbounce’s Conversion Benchmark Report looks at how marketers prioritise landing pages while planning high-converting campaigns.
The study found marketers are taking a varied approach to their campaigns and allocating budgets to diverse marketing activities. 87.5% of marketers anticipate email marketing to dominate their marketing campaigns in 2020, followed by social media advertising (82%).
With landing pages playing an essential role in post-click strategies, a majority of marketers often use these pages to build a direct connection with their prospects. 42% of marketing professionals want consumers to book an appointment after visiting a landing page, while 37.2% expect consumers to schedule a phone call.
Despite prioritising landing pages as a crucial marketing element, delivering the right landing page to the right audience remains a marketers’ most significant challenge. But, regularly optimising each marketing component and leveraging AI can help overcome challenges and increase conversions.
[10 minute read]