Content Optimisation is an activity that differentiates leading UK online marketers from the chasing pack according to a Best Practice guide from e-consultancy.com. Leaders in the field are already investing in techniques such as multivariate testing to discover best performing content and reinforce their position.
In an interview on the guide, internet marketing guru Dr Dave Chaffey identifies “Continuous testing and improvement of targeting, offer, messaging and creative through techniques like multivariate testing” as one of three activities that set leading organisations in his survey apart.
The report notes a growing number of Conversion and Experience Management roles within e-commerce departments. We would add that this team should be targeted with improving site performance by discovering winning content to optimise visitor journeys. The final objective won’t always be sales conversions; organisations employing Maxymiser have increased brochure requests, newsletter signups and even test drive bookings to date.
Online marketing is very focussed on traffic acquisition. As an industry, we have a well established understanding of traffic driving activities but sometimes woefully-inadequate experience in converting that traffic. A mature online business should have people on the ground responsible specifically for on-site marketing, these are the guys that will ensure that the great traffic arriving at the site is converted before it exits to a competitor.
The Managing Digital Channels Best Practice Guide was released by e-consultancy last week containing a wealth of practical insight into how online marketing should be structured, budgeted for and assessed within organisations. It is must read material for those looking to ensure their online strategy across acquisitions, analytics, online CRM and personalisation is up to speed with the latest thinking.
Contact us if you’re ready to look at how content optimisation fits into your online strategy.
Tuesday, July 29, 2008
Monday, July 28, 2008
Elbrus Maxymised
Maxymiser’s founder has taken uplift to heart and scaled Mt Elbrus, Europe’s highest mountain in the name
of pushing conversions to the extreme. The Maxymiser flag flies atop the 18,510 ft peak as testimony to the company’s commitment to relentlessly push client performance upwards.
Returning to ground level, Bill joked “With many ecommerce websites still at base camp when it comes to conversion rate, they’ve done some of the hard work but the real rewards come from reaching the pinnacle of performance!”.
The climb has raised £4,000 for Marie Curie Cancer Care thanks to the generous donations of staff and friends. Read the full story here.
Maxymiser is now firmly established as Europe’s leading content optimisation specialist with its multivariate testing, visitor segmentation and behavioural targeting technology currently in use by 65 clients.
of pushing conversions to the extreme. The Maxymiser flag flies atop the 18,510 ft peak as testimony to the company’s commitment to relentlessly push client performance upwards.Returning to ground level, Bill joked “With many ecommerce websites still at base camp when it comes to conversion rate, they’ve done some of the hard work but the real rewards come from reaching the pinnacle of performance!”.
The climb has raised £4,000 for Marie Curie Cancer Care thanks to the generous donations of staff and friends. Read the full story here.
Maxymiser is now firmly established as Europe’s leading content optimisation specialist with its multivariate testing, visitor segmentation and behavioural targeting technology currently in use by 65 clients.
Monday, June 02, 2008
Is Your Uplift Sustained?
As our clients and readers of this blog will know by now, multivariate testing offers a proven way to discover the most effective content online and generate more revenue through websites. There are always easy wins to be had through testing, however, there is also longer term sustained uplift to be gained through careful campaign design and planning.
Achieving sustained uplift should be considered the ultimate prize in any optimisation campaign. A 5% uplift in conversion rate which impacts the bottom line for the long term could deliver significantly more value than 30% uplift on the response to an element of seasonal content.
In our experience uplift resulting from multivariate testing generally falls into one of three categories:
Temporal Uplift - where winning content includes promotions or time-sensitive elements. Examples include limited special offers where the value of uplift is realised during the period of the offer.
Extrapolated Uplift - where form, structure and information architecture in one area of a site are tested and the winning content elements can be applied across all pages employing the same template. In this case, a small percentage in uplift can have a dramatic effect on overall business performance
Sustained Uplift - where ongoing benefit is produced by implementing winning content. Tests which include structural improvements to high traffic pages and multi-stage processes such as check-outs typically provide sustained uplift.
When deploying multivariate testing, as much consideration should be put into the expertise in campaign design that you are able to leverage from the provider as is put into the selection of the tool itself. Temporal uplift can return some jaw-dropping numbers in a short time period but it is the Extrapolated and Sustained uplift that will provide the long term impact on your site performance.
Mark Simpson
Achieving sustained uplift should be considered the ultimate prize in any optimisation campaign. A 5% uplift in conversion rate which impacts the bottom line for the long term could deliver significantly more value than 30% uplift on the response to an element of seasonal content.
In our experience uplift resulting from multivariate testing generally falls into one of three categories:
Temporal Uplift - where winning content includes promotions or time-sensitive elements. Examples include limited special offers where the value of uplift is realised during the period of the offer.
Extrapolated Uplift - where form, structure and information architecture in one area of a site are tested and the winning content elements can be applied across all pages employing the same template. In this case, a small percentage in uplift can have a dramatic effect on overall business performance
Sustained Uplift - where ongoing benefit is produced by implementing winning content. Tests which include structural improvements to high traffic pages and multi-stage processes such as check-outs typically provide sustained uplift.
When deploying multivariate testing, as much consideration should be put into the expertise in campaign design that you are able to leverage from the provider as is put into the selection of the tool itself. Temporal uplift can return some jaw-dropping numbers in a short time period but it is the Extrapolated and Sustained uplift that will provide the long term impact on your site performance.
Mark Simpson
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