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By all accounts, Black Friday was a big success in terms of online sales, with IMRG and Experian reporting a 36% increase in spend year-on-year.
But did UK retailers make the most of the opportunity?
Recently, nearly 100 senior brand marketers met in Singapore for a full-day of roundtable discussions of the issues that we are all facing in digital.
As with every Digital Cream event, the Chatham House Rule applied, so what was said cannot be attributed to any individual. But at the end of the event, the hosts of each table helpfully provided a summary of the day's discussions.
Here is an overview of the topics covered by the Online Advertising and Ecommerce & Onsite Conversion Rate Optimisation tables, along with notes of what brand marketers thought.
Do you know any conversion rate optimisation nuts? It’s likely you do, and that in itself is strange.
Why should improving the efficiency of your marketing online be an acquired taste, like rugby league or larping?
One of the alarming findings of Econsultancy’s Conversion Rate Optimisation Report (in association with RedEye) is a continued strategy vacuum.
What methods are companies using to improve conversion rates?
Exactly what is being optimized? And which methods are proving more difficult to implement than others?
Conversion Rate Optimisation (CRO) is the process of understanding pain points associated with a conversion path (e.g. from click to sale, lead or other important business metric) and creating test hypotheses from which to create incremental growth.
If you analyse incoming traffic sources, device usage and perhaps other segments like country of visit, recency, bounce and exit rates via your analytics tool, you'll quickly discover some interesting data points.
Everyone wants to do it and those that are, probably aren't doing it right. In this way, Conversion Optimisation is just like sex.
This article is the first in a series of five which aims to help your business utilise Conversion Optimisation as its biggest growth lever.
The process of digital transformation often focuses on new technologies and software, while neglecting the equally important task of ensuring employees have the requisite digital skills.
However when it comes to the all important task of CRO, it would appear that companies are aware of the importance of employing people who are directly responsible for improving conversion rates.
We’re not just a pretty face.
As a regular visitor to the blog, you’ll no doubt be aware of the magnificent free content on offer to you from our small band of marketing and digital experts here on the blog.
This is just scratching the surface of what Econsultancy has to offer though...
Today sees the release of Econsultancy’s sixth Conversion Rate Optimization Report, in association with RedEye.
The report looks at the types of conversion strategies and tactics organizations are using, in addition to the tools and processes employed for improving conversion rates.
It is based on an online survey of over 1,100 client-side and supply-side digital marketers and ecommerce professionals, the highest number of respondents in the survey’s history.
Here are four findings from the report....
High street stores are getting their mojo back, so what can ecommerce do to engage the consumer?
Here are just 10 features that help to keep customers engaged on ecommerce websites. If you've seen any innovative new features from ecommerce companies, please let us know below.
For all things engagement and optimisation, why not attend the Festival of Marketing, in London, November 12-13th.
In the UK, the share of clicks coming through mobile search ads almost doubled in 2013, from 24% in January to 43% in December.
According to the latest research from Marin Software, mobile devices will account for 50% of all paid-search clicks globally by December 2015.
The UK is ahead of the rest of Europe, where mobile and tablets only accounted for 20% of paid search clicks in 2013.
That being said, advertisers in Europe increased their investment in mobile paid search by 109% in 2013, while UK advertisers increased their mobile paid search spend from 22% to 35%.
UK consumers are far ahead of Europe in terms of using smartphones for online shopping.
Out of 18 European countries surveyed, the UK has the highest percentage of people who make a monthly purchase on their smartphones, with 32%. This is compared to just 8% in France, 15% in Germany and 19% in Sweden.
These findings come from the latest TNS research commissioned by Google, which explores the growing importance of online platforms in the consumer journey, from research to purchase.
The research also looks more broadly at internet usage across devices. Here is the online state of the UK in 2014, compared to last year: