How KPIs Can Focus Your Conversion Testing

In a recent piece featured by MarketingProfs, Laura Patterson explored the notion of three categories of key performance indicators (KPIs) that determine success in online marketing endeavors: outcome metrics, performance metrics, and process metrics.

This is a useful framework for developing an approach to decoding and prioritizing the KPIs that you select for your conversion optimization efforts as well – whether you’re developing tests to help improve lead generation, ecommerce sales, or subscription performance. Here’s a closer look at why KPIs matter in your conversion efforts and how selected strategies can help you uncover the KPIs that have the most impact on how you do business.
(more…)

By |2014-08-17T20:45:48-07:00August 19th, 2014|Strategy|2 Comments

3 Optimization Tips for Increasing Your Average Order Value

There’s a pervasive myth in the conversion optimization world: that it’s only about increasing the percentage of visitors that convert to customers. It’s true that we spend a lot of time looking at that rate and finding ways to improve it. By removing roadblocks and friction to conversions on your website, you’ll ultimately see your customer base, revenue, and profits grow.

But a good conversion optimization strategy is fundamentally about improving your bottom line, and that can also be done by improving other metrics; including the your average order value and lifetime customer value. Acquiring new traffic is expensive and labor intensive. Making the most of customers that are already on your site and willing to buy is good business sense. Here’s how to get started.

(more…)

By |2014-04-21T14:46:35-07:00April 4th, 2014|The Funnel|2 Comments

How Digital Maturity Impacts the CRO Process

In conversations about online marketing, there are often  a lot of “you shoulds” and “you musts” that enter the discussion.  Yet every recommendation isn’t appropriate for every business. That’s why it’s critical that you test everything to make sure it’s the right fit for your products, audience, and business goals. An operating framework – such as Cialdini’s influence model – can be a great starting point for developing and testing hypotheses. One such framework that offers an important point of reference for organizations developing testing programs is Digital Maturity. Here’s a closer look at the ideas behind Digital Maturity, how it relates to a company’s data culture,  and ultimately its impact on your organization’s conversion rate optimization efforts.

(more…)

By |2014-04-21T14:52:28-07:00March 5th, 2014|Strategy|4 Comments

How to Close Your Data Gap with Outsourced Analytics

One recent study asked businesses to highlight which skill was most in demand in the online marketing world. The biggest gap that nearly 40% of companies noted was analytics capabilities. As the most desirable skill, this is an important message to job seekers. But it’s also critical for entrepreneurs and business owners to ask: are you using the analytical capabilities necessary to position your business for success? Do you have access to these insights from a current member of your team, and if not what are you doing about it? One solution that many companies find helpful is working with an outsourced data consultant. Here’s a closer look at what you need to know and how to ensure a successful collaboration.

(more…)

By |2014-04-21T14:53:04-07:00February 21st, 2014|Analytics|4 Comments
Go to Top