77% of marketers frequently use landing pages to enhance their campaigns: study

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 23, 2020, 2:58 PM UTC

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.

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