Marketers can feel pressured, by blogs like this, into believing they are lagging in the race to master omnichannel attribution.
In the real world, what marketers need are discrete ways to track discrete actions. That’s why I thought a roundup of some methods of tracking online to offline conversions (and back again) might be useful.
Companies are collecting more data than ever about how their users interact with their websites, and thanks to sophisticated yet easy-to-use tools, techniques like A/B testing are accessible to even the smallest of businesses.
But when it comes to creating great user experiences, are companies being blinded by data?
Many online retailers remain obsessed with growing overall site traffic, at the expense of increasing conversion rates from existing customers.
Research shows that for every £100 retailers spend getting customers to a website, only £1 goes into converting them.
This can be counter productive: the cost of acquiring new traffic is increasing exponentially. Actually it makes much more sense to convert the 97% of customers that visit your site and abandon before making a purchase.
What often prevents retailers from concentrating on conversions is the perception that creating a conversion strategy is complex and time consuming.
However, by making a few, simple changes to your site or digital marketing strategy you can greatly increase conversions.
Tackling the topic of product detail page layouts is daunting because there is no short answer.
Saying one element such as large product images increases conversion, though it’s proven, does not tell the full story.
The product detail page needs to be dealt with as a whole. This article will do just that. It will focus on the ‘must have’ page elements, recommend where they should appear on the page, explain why, and provide tips on how to maximize the value of each.
To support recommendations, experienced online retailers will be used as examples, known experts will be quoted, and for those who are visual, a wireframe has been put together for reference.
There are many factors that influence whether or not people bother to open your marketing emails or not.
Email frequency, brand affinity and time of day are all influential, as is the subject line that marketers opt for.
The precise wording will vary depending on the brand identity and the product offer, but the basic aim is to grab the reader’s attention and make them interested enough to clickthrough and find out more.
To help get to the bottom of what makes up the best subject line, I’ve rounded up a few case studies and infographics that try to shed some light on the topic.
Do you make your decisions based on data or are you among the 89% of marketers that make their customer related decisions based on factors other than analytics?
A recent CEB study of nearly 800 marketers at Fortune 1000 companies found the vast majority of marketers still rely too much on intuition, while the few who do use data aggressively for the most part do it badly.