Marketing leaders say A/B testing is the most effective website landing page optimization tactic, according to a recent report from Ascend2 and Act-On Software.

The report was based on data from an online survey of 176 marketing leaders (73% working at B2B-focused companies, 27% at B2C).

Some 52% of respondents say A/B testing is one of the most effective methods for optimizing conversion rates on website landing pages; copy optimization ranks as the second most effective method (48%), followed by segmentation/targeting (43%).

Below, additional key findings from the report.

Most Difficult Tactics

Respondents say multivariate testing is the landing page optimization tactic that's most difficult to execute, followed by segmentation/targeting.

Most Useful Metrics

Conversion rate is seen by respondents as the most useful metric for measuring landing page performance.

About the research: The report was based on data from an online survey of 176 marketing leaders (73% working at B2B-focused companies; 27% at B2C).