Archive for January, 2009
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Ad Agencies May Be Seeing the Light – Can Broad-based Adoption of Conversion Optimization Be Far behind?
Ad Age reports that London-based WPP has forged a strategic alliance with web-analytics firm Omniture and made a $25 million investment in the company.
“From WPP’s perspective, analytics, measurement, optimization are increasingly important to our clients,” said Mark Read, WPP’s director of strategy and CEO, WPP Digital, as more than one-fifth, or about $4 billion, of WPP’s $15 billion in worldwide revenue now is derived from consumer insight. Continue Reading
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Client Conversion Rate Optimization Case Study Published on MarketingSherpa
Rudder is a Web 2.0 service that reduces the effort required to manage personal finances. This free online system simplifies complex financial information and delivers emailed account snapshots and graphs to help users make better financial decisions.
Rudder management worked with us because the conversion rate on their website was below their expectations and, in order to meet business objectives, they needed to quickly improve the conversion rate of the sales funnel.
So, rather than tweak the website and make “opinion-based” changes, management chose to make data-driven decisions by running statistically valid experiments (smart!). Continue Reading
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WiderFunnel delivers conversion rate lift for Google
Google recently released videos showcasing the results of conversion optimization experiments that WiderFunnel ran for them, delivering significant conversion rate lift and learning for their Adwords advertisers.
The videos (and experiments) turned out great!
You can also find all the videos on the WiderFunnel case study page.
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Role of Branding in Conversion Optimization
What is the Role of Branding in Conversion Optimization?
In many marketing departments there is tension between advocates of branding and advocates of response advertising. At times it seems more ideological than logical.
Branding and response are on the same team
In our conversion rate optimization work, we find no divergence between branding and response. We’ve seen that the website that delivers on the expectations of your brand achieves higher satisfaction and conversion rates.Unfortunately, graphic designers often use ‘the brand’ to mean ‘my artistic preference’, and the result is an artistically-clever but functionally-frustrating experience.
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Social Networks – Also for Grownups
The share of adult internet users who have a profile on an online social network site has more than quadrupled in the past four years — from 8% in 2005 to 35% now, according to the Pew Internet & American Life Project’s December 2008 tracking survey.
As marketers, you may be focusing heavily on how children and young adults use social network sites, but since adults still make up the bulk of the users of these websites it’s important to take note.
Adults make up a larger portion of the US population than teens, which is why Continue Reading
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Obama’s Lessons for Online Marketers
Today, the local business publication, Business in Vancouver (BIV), picked up on my blog posts about Obama’s use of conversion optimization testing, which you can find below:
If you have a BIV subscription, you can read the article here. If not, we’ve republished it with permission here: Obamasphere’s online lessons for marketers here, or on the author, Alan Zisman’s, website.
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Amazon’s Brilliant 2008 Holiday Shopping Season: Improved Sales Conversion Rate
Conversion Optimization isn’t just getting more web visitors to buy – it’s also about getting those visitors who buy to spend more (i.e., increase in the AOR – average order value).
So, in a season where most headlines read like a nightmare (“Gap Inc. Sales Drop Sharply”; “Shoppers Scale Back Spending At Toys “R” Us”; “Department Stores Down Across the Board”), Amazon.com — my favorite “book store” (just kidding) completed the 2008 holiday shopping season with exceptionally strong overall results: “Overall, spending per customer was $163.63 up 17% from $139.78 in 2007” according to data gathered by Geezeo’s Main Street Spending Index (MSSI).
But that’s not all:
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Web 2.0 service lifts subscription conversion rate by 45%
Rudder.com is an innovative personal financial management service that delivers financial snapshots to your email Inbox. Not only was the service recently recognized by ReadWriteWeb as a “Best product of 2008″ but they’re also working hard to optimize their website’s user experience.
WiderFunnel recently began running Funnel Experiment tests on their website and has, so far, delivered a 45% lift in their new customer acquisition conversion rate.
Read the details and see screenshots of Rudder’s landing page optimization here.
You can also read more conversion rate optimization case studies here.
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2009 Tech Predictions Include Growth in Conversion Optimization
With thanks to my Twitter-buddy “zenofbass” (I don’t know who you are but I read pretty much everything you tweet about) who alerted me to TechCrunch’s Erick Schonfeld writing “2009 Tech Prediction Faceoff: J.P Morgan Vs. Barclays Capital”
In the article, Schonfeld presents the predictions of J.P. Morgan’s Imran Khan and Barclays’ Doug Anmuth, both heavy hitters Wall Street analysts.
Now here is a really interesting prediction for us, marketers interested in Conversion Rate Optimization:
According to Schonfeld, “Both analysts believe that performance-based advertising will continue to rise in importance.”
(This, of course, made me stop and do a little High Five with self.)
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Where Do You Drive Your Search Engine Traffic To?
