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Online Marketing Survey 2008: Summary

Executive Summary: The majority of websites are wasting visitor traffic, resulting in lost business and fewer sales enquiries.

Our survey of current online marketing practices measured the satisfaction levels of 100 businesses with their websites' sales performance.

The survey, targeted at businesses seeking to use their company websites to actively generate sales and/or new business enquiries, indicates:

• Low overall satisfaction with the level of online sales and enquiries - over 80% of businesses stated they were either "not satisfied" or only "moderately satisfied" with online sales/enquiries.
  
  
  
• Only 17% of businesses believe their website is effectively converting visitors into sales or enquiries.
  
  
  
• Search engine optimisation has become a commonly used service, but take-up of more recent online marketing techniques lags behind. Despite 83% of businesses recognising a need for improved website traffic conversion, only 11% surveyed engaged in any form of conversion rate optimisation.
  
  
  
• Limited awareness of the concept of conversion rate optimisation, with nearly 60% not having previously heard of the technique.

Despite a high proportion of businesses allocating budget resources to online marketing (specifically SEO), improving website conversion rates remains a relatively low priority.

The full summary of the survey, carried out by Backbone IT Group with the aid of Lancaster University, is available here.

Thanks to Lancaster University and K. Seewoonauth for their assistance with this research. Permission is granted to repurpose the findings, provided appropriate author credit is given. Where reference to the research is made online, please link back to the original document.

For further details on conversion rate optimisation or the online marketing survey, please email or call +44 (0)1524 65533.