Mastering Online Conversion
Online conversion is not only the result of online activities. Rather, the conversion process can be initiated by an offline channel, such as direct mail, catalog, flyer, TV advertising, mobile, print advertising and even radio advertising ... or even prompted by brand or retail. How does this figure into our conversion measurement and optimization?
Conversion rate measurement and optimization must also take the time component into consideration. A conversion can happen instantly or over a longer period of time. If you're measuring your purchase/visitor conversion rate, the purchase might happen on the first visit, after a few visits or even months after someone has visited your website, subscribed to your e-zine and received weekly communications from you. What implications does this have for your conversion measurement and optimization?
The real benefits of conversion measurement and conversion optimization come when you start measuring and optimizing on several levels. We start with macro-actions and micro-actions, and then introduce the concept of Internet Processing, with your internet marketing macro-process, micro-processes and micro-actions. You need to measure and optimize conversion for all of them.
What is the correct definition of the conversion rate, what does it really tell us, how precise is it and what can we do with it?
In the last article of the case against industry conversion benchmarking and simplistic conversion analysis, we take a look at a website testing two elements, and using two traffic sources to do it. What if there is no clear CR winner?
When is a lower conversion rate better than a higher one? A case in point ...
What happens with conversion rate benchmarking when we start figuring in advertising costs, revenues, CPOs and profitability? Does it still make sense to benchmark against industry standards?
Everyone wants to compare your website conversion to the industry benchmark figures. But in reality, conversion benchmarking is the biggest hoax in the interactive marketing industry.
Recent Articles in "Mastering Online Conversion"
Internet Optimization Blog
Interactive Optimization and Analytics Blog focuses on practical strategies and tactics on optimizing your internative marketing mix, from traditional direct to online, including channel integration, e-commerce and processes.
Edited by Rok Hrastnik
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