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Multi-Conversion Point Optimization
In working with clients on new social media technologies, we have started to use a new term, multi-conversion point optimization. The term does not describe a user buying more than one item, but rather the idea that conversion involves more than a customer simply taking a single action, like making a purchase. There can be different types of conversions that all lead to the same goal.
What constitutes a conversion?
USWeb serves clients in a variety of industries, and so we are used to dealing with different types of conversion metrics. We have ecommerce clients who view a conversion as someone making a purchase. Some clients consider a conversion to be a visitor who decides to make a call or fill out a lead form. And our clients in the publishing space often count anyone who goes two or more pages deep in their site as a conversion, since this increases their CPM revenue.
But to judge the effectiveness of a marketing campaign you have to reexamine what constitutes a successful visit. When you consider that even the best-run paid search campaigns don’t produce anything over 10% conversion, you have to think about that 90% of people who are not counted as “successful” visitors.
Our more savvy clients have always weighted conversions in value. For example, a customer who makes a purchase is a fantastic conversion; the more they buy, the better. But you also need to consider the people who signed up for your newsletter. Although these visitors may not have made a purchase, they have shown an interest in your company. Hopefully, this interest will lead to the final goal -- a purchase -- or possibly to them recommending your service to others.
Social media’s effect on conversion
With the rise of social media, we are now faced with more conversion possibilities then ever before. On top of making a purchase, or filing out a lead form, or even signing up for a newsletter, we have social media platforms for inviting users to join our community. We have blogs that they can bookmark or subscribe to through RSS. We have Twitter accounts they can follow. We have Facebook pages that allow users to become fans of the company. And what’s really exciting about this technology is that it allows communication to be reciprocal. Where as a newsletter only allows us to push information to the user, our blogs have comments for immediate feedback, and our Facebook page has a Wall for messages.
Can a simple visit also be a conversion?
If a visitor simply lands on your site, can you count them as a conversion? Most people would say no, and I agree, but I also see some possibilities for turning that around. For example, site re-targeting, which allows you to cookie a user so that you can display ads to the visitor through various ad networks, can make a simple visitor a subscriber of sorts.
When USWeb performs site re-targeting for our clients, it’s usually in direct correlation with current marketing campaigns. For example, if your ecommerce website sells pet products, and a user clicks on your AdWords placement for the term “best dog toy for Akitas,” you can now direct that visitor to a page which cookies them with an ID designating them as an Akita owner. Two days later, when this visitor checks her email on Yahoo or reads a story on CNN, they will see an ad for your website offering “the best dog food for Akita owners,” or “dog treats Akita’s love.” An ad this targeted is likely to see a much higher click-through and conversion rate than most. Best of all, you have squeezed value out of a visitor you paid good money for, but would have been lost all together.
Your email marketing campaigns can use this same method, as long as you have properly connected your email marketing system to your shopping cart.
Blending art and science in online marketing
While nothing replaces a bottom-line purchase, these conversion points can easily lead to that final goal. But we have to treat them accordingly.
First, consider your tracking and metrics. If someone clicks on an AdWords placement, and then signs-up for your Twitter feed instead of making an immediate purchase, are you set up to track this action, and what value do you assign to it? Are you tracking where your email sign-ups are originating, and segmenting their conversion based on that data?
Implementing this type of advanced strategy is just as dependent on process as technology. If you would like to advance your conversion optimization efforts, contact USWeb today.
What constitutes a conversion?
USWeb serves clients in a variety of industries, and so we are used to dealing with different types of conversion metrics. We have ecommerce clients who view a conversion as someone making a purchase. Some clients consider a conversion to be a visitor who decides to make a call or fill out a lead form. And our clients in the publishing space often count anyone who goes two or more pages deep in their site as a conversion, since this increases their CPM revenue.
But to judge the effectiveness of a marketing campaign you have to reexamine what constitutes a successful visit. When you consider that even the best-run paid search campaigns don’t produce anything over 10% conversion, you have to think about that 90% of people who are not counted as “successful” visitors.
Our more savvy clients have always weighted conversions in value. For example, a customer who makes a purchase is a fantastic conversion; the more they buy, the better. But you also need to consider the people who signed up for your newsletter. Although these visitors may not have made a purchase, they have shown an interest in your company. Hopefully, this interest will lead to the final goal -- a purchase -- or possibly to them recommending your service to others.
Social media’s effect on conversion
With the rise of social media, we are now faced with more conversion possibilities then ever before. On top of making a purchase, or filing out a lead form, or even signing up for a newsletter, we have social media platforms for inviting users to join our community. We have blogs that they can bookmark or subscribe to through RSS. We have Twitter accounts they can follow. We have Facebook pages that allow users to become fans of the company. And what’s really exciting about this technology is that it allows communication to be reciprocal. Where as a newsletter only allows us to push information to the user, our blogs have comments for immediate feedback, and our Facebook page has a Wall for messages.
Can a simple visit also be a conversion?
If a visitor simply lands on your site, can you count them as a conversion? Most people would say no, and I agree, but I also see some possibilities for turning that around. For example, site re-targeting, which allows you to cookie a user so that you can display ads to the visitor through various ad networks, can make a simple visitor a subscriber of sorts.
When USWeb performs site re-targeting for our clients, it’s usually in direct correlation with current marketing campaigns. For example, if your ecommerce website sells pet products, and a user clicks on your AdWords placement for the term “best dog toy for Akitas,” you can now direct that visitor to a page which cookies them with an ID designating them as an Akita owner. Two days later, when this visitor checks her email on Yahoo or reads a story on CNN, they will see an ad for your website offering “the best dog food for Akita owners,” or “dog treats Akita’s love.” An ad this targeted is likely to see a much higher click-through and conversion rate than most. Best of all, you have squeezed value out of a visitor you paid good money for, but would have been lost all together.
Your email marketing campaigns can use this same method, as long as you have properly connected your email marketing system to your shopping cart.
Blending art and science in online marketing
While nothing replaces a bottom-line purchase, these conversion points can easily lead to that final goal. But we have to treat them accordingly.
First, consider your tracking and metrics. If someone clicks on an AdWords placement, and then signs-up for your Twitter feed instead of making an immediate purchase, are you set up to track this action, and what value do you assign to it? Are you tracking where your email sign-ups are originating, and segmenting their conversion based on that data?
Implementing this type of advanced strategy is just as dependent on process as technology. If you would like to advance your conversion optimization efforts, contact USWeb today.
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USWeb Foundation
The First USWeb Foundation Scholarship WinnerJullaion Jones is the first recipient of the USWeb Foundation scholarship.
The USWeb Foundation School in CambodiaIn partnership with American Assistance for Cambodia the USWeb Foundation has committed the funds to build a school in rural Cambodia.
