Optimizing Online Marketing
Alterian’s recent survey of more than 500 direct marketers found 85% planned to increase online marketing expenditures in 2007.
Remarkably, of those direct marketers, marketing services providers and agencies queried, 70% said they perform little or no results analysis to determine the effectiveness of their online campaigns, despite the availability of accurate testing and measuring tools.
One Analytic Does Not Fit All
Optimized online marketing effectiveness is accomplished by testing, measuring and analyzing data from a variety of metrics, then redeploying the campaign reflecting lessons learned from the assessment. Analysis generally falls into one of two categories, quantitative or qualitative.
Quantitative Optimization
Quantitative optimization involves testing different design versions and allowing your customers’ response to identify the more favorable layout. These tests are often referred to as A/B or multivariate testing. Proper assessment and subsequent application of quantitative data can substantially enhance campaign conversion rates.
Qualitative Optimization
Live usability testing and focus groups are examples of qualitative research techniques that can be used to validate quantitative findings or expose information quantitative analysis is incapable of providing. Qualitative research can help ferret out usability issues, behavioral tendencies or navigational inconsistencies that can quickly distract or lose today’s impatient online visitors.
Or Just Ask
Understanding where and why conversion rates drop off only provides part of the story. Often the customer will alert you to obstacles to success you haven’t even considered, if you just ask. Online surveys can complete the picture and reveal additions or modifications impossible to gather from behavioral data alone.
Too Much Data, Lacking Expertise or Time
Honing the design, messaging, timing and other aspects of your email campaign based on proper assessments of empirical data is crucial to optimizing online marketing results. However, analytical tools are often inaccessible, arcane or overwhelmingly voluminous.
Consider working with a competent design firm that can help assess your marketing efforts and optimize the return on your online investment with appropriate brand considerations and design aesthetics.
