Page Layouts Photos/Images and Offers/Promotions Are the Top 3 Test Variables Most Effective at Boosting Conversion Rates
The Adobe 2012 Digital Marketing Optimization Survey shows that “there are still significant untapped investment opportunities to improve conversion through data-driven optimization.” The survey of more than 1,700 digital marketers focused on five conversion opportunities for digital marketers:
1) Prioritize optimization across your organization as a strategic process: According to the survey, 81 percent of respondents allocate 15 percent or less of their marketing budget to on-site optimization efforts. Additionally, marketers spend $92 to acquire traffic and $1 to optimize it. Adobe encourages better balance between these two activities.
The survey found that 56 percent of respondents said marketing executives determine which promotion/marketing content is displayed on sites and marketing communications, followed by 34 percent who said heads of online marketing, 25 percent who said creative departments, 17 percent who said informal groups of stakeholders, 14 percent who said there was no process and 14 percent who said it’s metrics/performance-based.
2) Use a data-driven approach to optimization: According to 68 percent of respondents, website analytics is the top optimization strategy they intend to employ within the next year, followed by 56 percent who said social media analytics, 40 percent who said profile targeting, 35 percent who said mobile analytics and 33 percent who said testing.
Adobe recommends the following focus areas to help organizations embrace optimization: content findability, automated recommendations and cross-sells, testing, and personalization.
The survey found that 53 percent of responding marketers don’t optimize the relevance of their on-site search results, while 26 percent manually tweak search results and 19 percent optimize based on visitor profile information.
Also, 35 percent of respondents don’t know which test variables are most effective at increasing conversion rates, while 35 percent pointed to page layouts, 26 percent said photos/images, 25 percent said offers/promotions and 22 percent said page copy.
3) Optimize conversion with video: Adobe found that video will be the rich-media feature that 61 percent of respondents will be focusing on this year, followed by 45 percent who said interactive publications (e.g., microsites, catalogs, brochures) and 27 percent who said interactive design tools.
4) Optimize all mobile channels: A mobile-optimized website will be the top mobile strategy/tactic this year for 42 percent for respondents, followed by 34 percent who said a mobile app and 30 percent who said advertising promotions, bar-coded coupons and QR codes.
5) Optimize social engagement: According to the survey, 79 percent of respondents are focusing on social sharing as a top effective social strategy in 2012, followed by 60 percent who said blogs and social community pages, and 33 percent who said user comments/reviews/ratings.
Source:
http://blogs.adobe.com/digitalmarketing/personalization/top-5-conversion-opportunities-for-digital-marketers-in-2012-infographic/
