Personalized content could turn Web site visitors into buyers or subscribers, but many marketers still appear to turn a blind eye when it comes to collecting consumer purchase history and interest, according to a benchmark study released Tuesday.

The 2009 Omniture Online Conversion Benchmark Survey, conducted in July, reveals that most marketers miss opportunities to increase conversions. About 80% of the 1,000 online or interactive marketers responding to the survey do not serve up personalized content to Web visitors, not do they promote Web site content based on performance metrics.

Forty-two percent of marketers participating in the survey spend less than five hours per week optimizing advertising media. Less than one-third frequently test online content. And 70% of the content decisions that appear on Web sites are made by one person, unsupported by data.

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