The challenge for online marketers is to improve their conversion rate as the web becomes more cluttered. By maximizing the power of your data, and improving conversion, it can be used to develop profitable customer relationships, acquire new customers and improve ROI.
The three key factors in improving conversion are
web analytics (in conjunction with usability research and testing).
Adding insight into how different types of customers behave, react, respond, and buy will give organizations the opportunity to do further business, expand relationships as well as drive revenue. Marketers should capitalize on their historical transactional data, which can be turned into essential business information, and used as the basis for a data-driven communication strategy.
segmentation (to provide insight into customer behavior and where to invest marketing budget)
Improving online marketing is a continuous process and one, which mirrors the classic direct marketing virtuous cycle. As in offline, identifying opportunity; setting appropriate goals; analyzing results; testing; measuring results and repeating also applies in the online arena. Testing has to be one of the best investments you can make, as without it, no learning is possible. So, always test the big things that are easy to change, including different landing pages and test one thing at a time to ensure you compare like with like. And, again reflecting the offline experience, with email you must first look to test your audience, then your offer, followed by copy and creative in that order of importance.
email marketing (conversion is eight times higher for repeat visitors and email’s the best way to get people back to a site).
Conversion is known to be eight times higher for repeat visitors and email is proving itself the best way to get people to return to a site - QVC, for example, send “Today’s Special Value” email daily to encourage regular repeat visitors. Triggered email is also a useful tool to improve conversion. Utilizing web analytics to track user behavior and monitor exactly when potential customers abandon the sales process, the use of a pertinent, timely email can be just what is needed to bring them back on site.
