Download Top 7 Tips for Boosting Online Conversion to find the marketing gold within your online interaction data. By tracking each person's clicks, opens, purchases, and comments, and then putting that data to work, you can engage your individual customers and visitors with communications tailored exactly to them, at convenient times, and in manners they prefer -- achieving higher conversions, increased revenues and improved profitability. Register now to boost online conversion results.
Top 7 Tips for Boosting Online Conversion by Andrew Hally
Are you overlooking marketing gold? . A 2009 Aberdeen Group survey revealed that even of Your current and potential customers spend more and more the companies they defined as "best in class," only time online, both at home and at work. Yet too many marketers 7% personalize online content in real-time based on 6overlook the marketing gold buried within their online interac- session behavior tion data. Marketers that use interactive data effectively - by . An e-tailing group survey found that only 9% of US online tracking each person's clicks, opens, purchases, views, com- retailers dynamically show product based on past ments, etc. - can engage individuals with communications 7customer purchases tailored exactly to them, at convenient times and in manners they prefer, to boost conversions, revenues and profitability. 3. Dig into individual level dataHere are the top seven tips you need to boost online conver- Timely, customized communications depend upon insights sions and tap your online gold: into individual activity. Yet too much data about individual behaviors is disbursed among separate, difficult to access 1. Understand the potential payoffs silos. Successful online marketers need to synthesize rich Do the math. Personalizing content and interactions based data from the following sources:on individual online behavior has demonstrable ROI. . Website behavior that reveals how each visitor found the Consider these statistics: site, what they saw when they got there, what held their . JupiterResearch found that personalizing emails with interest, and what frustrated themwebsite click stream data produces 3.8 times more rev- . Marketing responses from individual visitors to search 1enue than broadcast emails , 18 times more net profits, a ads, website promotions, and email offers 65% increase in open rates, 47% increase in open rates, 2and a 255% increase in conversion! . Social media activity including product rating tools, social networks, blogs, community platforms, photo and . The Aberdeen Group reports that email personalization, video sharing sites, and morebased on web data, increased conversion rates from 31-2% to 3-4% 4. Work seamlessly at every stage. Forrester Research says 58% of online marketers who To realize the advantages of personalized communications, delivered targeted content to customers reported conver- marketers must manage every step in one seamless marketing 4sion rate lifts of 5% or more workflow that turns insights on visitor behavior into triggers for precisely targeted, customized content:What would these types of increases mean to your business? . Reporting and analysis that refines raw data into Six figures of increased revenue? More? actionable information2. Look at what your competitors refuse to see . Segmentation and targeting for precise marketing to Despite the underlying power of interaction data, few online specific subgroupsmarketers leverage it to their advantage, giving a clear com- . Content authoring that creates custom offers for on- petitive edge to those that do. the-fly campaigns. According to the Aberdeen Group, only 16% of marketers . Campaign execution easily managed across different 5personalize emails beyond the recipient's name channels and schedules. MarketingSherpa's 2009 Ecommerce Benchmark Survey found that only 21% of consumer websites do any sort of targeted cross-sell/up-sell 5. Automate for efficiency . Learn the channel and timing preferences There's simply no way to personalize content of different customers and tailor communi- and time communications based on individual cation accordinglybehavior - across thousands or millions of . Offer replenishments of consumables to visitors and customers - if marketers have those with relevant products at just the to perform each step manually. Marketing right timeautomation software allows marketers to define the customer behavior triggers and content access all the valuable nuggets personalization rules that can turn online In online interaction datainteraction data into personalized marketing in Andrew Hally leads product With online marketing now mainstream, you a scalable manner. As Forrester Research put it strategy and marketing for might think it would be easy for marketers to in "Sharpening Web Site Relevance", "trying to deliver relevant messages to engaged visitors. the Unica OnDemand suite. acco... [download for more]
