August 30, 2011
Chart

Marketing Research Chart: Managing LPO in-house

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SUMMARY: Landing page optimization campaigns are complex. The most sophisticated strategies require experience with content management, technology and statistical design.

We wanted to discover which marketers were managing their entire LPO practices in-house, and which were turning to outside agencies for supplemental expertise. Find out the results from a survey of more than 2,600 marketers in this week’s chart.
by Boris Grinkot, Associate Director of Product Development


LPO functions performed by employees vs. outsourced in 2010



Q. 33.0 - Which of the following LPO functions were performed by employees and/or outsourced in 2010?

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This chart demonstrates that in aggregate, LPO is overwhelmingly performed in-house, rather than outsourced. There are some discrepancies between the outsourcing levels reported by corporate marketers, as compared to the popularity of these services from the agency perspective.

Outsourcing of technology and coding in particular is often directed toward technology consultancies and individual freelance developers, which are not represented in this study, rather than marketing agencies.

Thus, while the outsourcing level is relatively high, the popularity of the service from marketing agency perspective is low.

It should be noted that this chart represents functions actually performed. Where expertise or operational gaps are not closed, neither employees nor consultants are likely performing those functions, yet the balance remains unaltered.

For additional research data and insights about landing page optimization, download and read the free Executive Summary from the MarketingSherpa 2011 Landing Page Optimization Benchmark Report.

And for the latest MarketingSherpa research, pulled directly from our industry-leading benchmark reports and handbooks, be sure to subscribe to the complimentary Marketing Research Chart of the Week newsletter.


Useful links related to this chart

Marketing Research Chart: Top challenges to implementing testing as part of LPO

Marketing Research Chart: Top data analysis challenges for landing page optimization

Optimization Summit 2011 Wrap-up: 6 takeaways to improve your tests and results

2011 Landing Page Optimization Benchmark Report



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