Tagged 'conversion rate'

How Retargeting Works: Everything you need to know about the most popular innovation in online marketing.

Posted by John Gumas on July 22nd, 2013 at 10:10 pm

There has been a revolution in the world of online advertising. No longer are advertisers guessing at what viewers might be interested in based on age, gender, or other generic demographics. They now have targeted research of exactly which websites should be promoted to which people, and they are putting that information to good use.
The Basics
This breakthrough is called “retargeting”, a system which reminds Internet users of previously visited websites and urges them to return. Through retargeting, companies can identify people that have expressed some interest in their product and exclusively advertise to them. This creates a higher click through rate and, with persistence, results in a larger conversion rate. Viewers also benefit from seeing their screens filled with more relevant information as retargeting allocates limited advertising space more effectively.
New Innovations
Retargeting as an online advertising strategy has grown exponentially in recent years. Adroll, a San Francisco based company that specializes in retargeting, has increased its revenue by over 400% in the last four years. Other agencies are innovating even more ways to retarget. The New York City based media firm Collective has developed a software product that retargets television viewers online using data from cable TV set-up boxes. RadiumOne, a... Read more

Your Testing Program: Smart Ways to Get Your Team On Board

Posted by Paul Dunay on April 10th, 2013 at 1:09 pm

Who would object to gathering hard data on exactly how customers move through your site, what happens on specific visits, and what unseen speed bumps and sticking points are hurting sales?

More Traffic? Or More Conversions? No Contest.

Posted by Mark Simpson on April 4th, 2013 at 9:58 am

The reality is, if you provide a really stellar online experience, they will want to come back, again and again. Which makes the overall job simpler, and clearer.

10 Reasons Low Facebook Conversion Rates Are Your Fault

Posted by Paul Dunay on January 31st, 2013 at 5:25 am

So, you're one of the seemingly millions of brands out there using Facebook to lure people over to your website. Chances are you've viewed recent reports about Facebook's surprisingly low activity rates ("Only 1% of people who like a Facebook page ever go back to that page") as vindication of what you've always suspected: marketing on Facebook just doesn't work.
You're not alone. The following are the 10 top reasons brands fail to tap into the real potential of Facebook. (Hint: zero of them are Facebook's fault.)
1. You made a bad first impression.
Most fans won't ever come back to a brand's page unless they feel they have good reason to. This is not totally different from how they interact with their friends' pages when you think about it. Unless the new friend has great content to go back to, there's not much of a reason to go directly to their page very often, if at all.
2. Your copy and visuals are boring.
A successful Facebook page must have concise, engaging text that's relevant to both the brand and the fans' interests. Overly long, humdrum copy will fail to capture fans' attention. Crisp, eye-catching, high-resolution visuals (photos, videos, illustrations) that clearly speak to those things... Read more

Two Must-Haves for True Website Optimization

Posted by Mark Simpson on January 16th, 2013 at 5:57 am

Brands that regard their websites as a primary revenue source have three distinct priorities: give customers an optimal experience, create loyalty and convert potentially passive browsers into active buyers.
It’s not a coincidence that experience and loyalty precede sales in this short priority list; the relationship between exceptional customer experiences and revenue growth is fairly direct. The better your website speaks to your visitors, the more loyal they will become and the more sales you will generate.
The good news is that customers can (and should) be very active in the optimization process. Through their clicks, page views, bounces, reviews and purchases, our online customers are offering us helpful feedback about their online experiences, in real time.
So what can you do with all this data?
1. Testing
Using A/B and multivariate testing to discover your problem areas is a great first step. In fact, if you’re running an ecommerce site without testing in place, you’re probably losing valuable conversions and dollars as you read this.
No matter where you begin, whether it’s with shopping cart funnels, homepage bounce rates, search or call-to-actions, testing different variations of elements encountered along the path to purchase — and deciding which ones produce the highest conversions — will begin... Read more