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Online Marketing Survey 2008: Results

The businesses polled in the Backbone IT Group Online Marketing Survey 2008 were asked the questions below.

To navigate directly to the findings please click on the link to the relevant question:

- Is your business website(s) used to generate sales or enquiries?

- Is your website making the most of its visitor traffic?

- What is the main focus of your current online marketing efforts?

- Is the analytics/usage data for your website monitored?

- Have you heard of conversion rate optimisation (or marketing)?

- What do you believe is the current conversion rate of your website?

- How satisfied are you with the level of online sales or enquiries your website currently achieves?

- Which online marketing services does your business use?

- Is your business website(s) used to generate sales or enquiries?

An overwhelming majority of companies seek to use their website or websites to generate new business.

- Is your website making the most of its visitor traffic?

Few businesses (17%) are convinced their websites are making effective use of visitor traffic. (Given that, in our experience, there is room for improving the conversion rate of practically any website, this figure is still surprisingly high.)  

- What is the main focus of you current online marketing efforts?

Most businesses (57%) continue to focus primarily on getting more people to visit their website (mainly SEO), rather than on what to do with them once they arrive.   

- Is the analytics data for your website monitored?

A significant percentage of businesses not monitoring website usage data at all suggests many firms are very much in the dark over the actual performance of their websites.

- Have you heard of Conversion Rate Optimisation (or Marketing)?

Despite many businesses recognising the need to improve conversion rates, less than half are aware of the existence of conversion rate optimisation as a service.  

- What do you believe is the current conversion rate of your website? What do you estimate might be achievable? 

Most businesses are in agreement that their conversion rates could be substantially improved, with an increase of 250% thought possible. Estimated current conversion rates ranging from zero to a rather optimistic 65% highlight the uncertainty over existing website performance.  

- How satisfied are you with the level of online sales or enquiries your website currently achieves?

Only 15% of firms reported being very satisfied with the level of business generated by their website, with 37% dissatisfied.

Which online marketing services does your business use? 

Search engine optimisation is by far the most commonly used online marketing service of those sampled. Take-up of more recently introduced, less well-known services, such as social media marketing and conversion rate optimisation still lags well behind.

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