Website Optimization: Marketers’ Top Goals and Areas of Focus


by Ayaz Nanji 

Most marketers say increasing lead generation and traffic volume are their top website objectives in 2014, according to a recent report from Ascend2.

Some 60% of respondents say increasing the number of leads generated from their website is a top objective in the year ahead, and 50% view increasing traffic is a major goal, the survey of 336 B2B and B2C marketers found.

Other top objectives for websites: increasing visitor engagement (42% of respondents say it’s a top priority), increasing sales transactions (35%), and increasing brand awareness (32%).

Regarding whether websites meet those objectives, 72% of marketers say their current website is “somewhat successful” and only 8% rate their site as “very successful.”

Below, additional key findings from the report.

Most Important Pages

  • 57% of marketers surveyed say they optimized their website’s homepage in the past year.
  • 44% optimized their product/solutions pages in the past year.
  • 27% reworked their lead generation forms.

Page Elements

62% of respondents believe the call-to-action on a page has the biggest impact of any visible element.


  • 77% of respondents do not use personalization on their website, 18% use it moderately, and 5% use it extensively.
  • Of those sites that include personalization, 36% have transitioned from manual to automated practices that dynamically generate pages based on IP, behavioral, and other data.


  • 49% of respondents say their company outsources all or part of its website optimization program.
  • 47% perform tests on their website pages for optimization purposes.

About the research: The report was based on data from an online survey of 336 marketers conducted in May 2014. Respondents came from a mix of locations (64% US, 36% international) and categories (42% B2B, 29% B2C, 29% agency).