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Pre-click is only half the search marketing story, effective management of onsite content will give real returns in testing times.

In the current economic climate, marketers and business owners need to take a close look at how they can improve the effectiveness of their websites, and how they can be proactive in the management of conversion and click-through rates in order to maintain the profitability of acquisition campaigns.

Clever use of media spend is only one half of the online marketing story. It brings footfall and can be optimised to bring visitors who are most likely to purchase. However, in most cases, when that high quality traffic arrives onsite, conversions are monitored rather than managed.

Can you tell whether your site as effective as it could be at engaging and converting visitors?

By using conversion management technology, marketers can obtain clear statistical proof of the combinations of web content and design work most successfully in converting sales and delivering customers, and which do not.

Conversion management draws upon existing best practice in the offline world. Direct mail marketers were honing their copywriting skills in just this way through most of the 20th century, keeping the copy that worked and binning that which didn’t. Conversion management closes the loop on this process and allows on-site marketers to learn exactly what drives increased sales.

Wickes recently benefitted from a 9% increase in online sales by making relatively subtle changes to their sign in / registration page and testing these with live visitors against default content.

During these testing times, it is the ability to make significant changes to online content and design without incurring significant business risk that provides online marketers with a fantastic platform to improve website performance.

By taking this action now, online marketers will be able to ride out the current economic storm and more importantly, they will be well positioned to build market share when conditions improve. Over 60 brands are currently benefitting from our conversion management services, all seeing increases in performance that buck current market trends.

Contact us to learn more about how we can help you benefit from proactive conversion management in your online business.

Knowing your customer is one of the great professional challenges of the marketer. Most web sites serve the same content to all visitors but forward-thinking marketers have come to realise that if you take a law of averages with your content, you’ll have to settle for an average conversion.

Conversion rate is critical to competitive advantage and its pro-active management underpins media spend and ROI. A web site with an underperforming conversion rate cannot compete effectively for traffic.

Maxymiser Content BT onsite behavioural targeting recently allowed DateTheUK to discover and exploit some interesting differences between the sexes.

"Maxymiser’s targeted pages have had a £100,000 incremental value to our business in the first two weeks of going live. This is just the tip of the iceberg, we believe that the rich behavioural data we have access to will open up an array of opportunities to better target our visitors."
Sean Wood, Marketing Director, DateTheUK

DirectDebit is a more compelling message for men than women, returning male visitors were 16.5% more likely to buy when this was highlighted

Although first time visitors were more likely to buy when shown a daily cost, returning male visitors were 14% more likely to buy when shown the monthly cost.

Learn more by downloading our new whitepaper Behavioural Targeting is Good for You and Your Customers or contact us directly on +44 (0)207 149 3730 to hear how we can do similar for your site.

Forrester recently went out into the field and asked marketers what web projects give them quick, large returns on their investment. In the findings, Multivariate Testing is praised as an investment that will "have a surprising affect on click-throughs" and return ROI quickly.

Three of the other quick wins to improve ROI will also excel when underpinned by multivariate testing or Maxymiser Content Delta, allowing marketers to discover the content that most successful at driving visitors to convert.

"One wireless carrier changed the location, color, and copy of the purchase button on its product. The result? The click-through rate went up 130%, and the conversion rate went up by 57%." Adele Sage, Forrester Small Web Site Investments That Pay Off

We have seen similar results with our own clients, double digit uplift in sales conversion rate is common. Read our client success stories from National Express, Wickes and Laura Ashley amongst others for a few examples.

This new research comes not long after Bloor released their own research on Onsite Conversion Management. That research can be downloaded for free from our website and provides a fantastic in-depth view of the business value of content optimisation.

"Many companies use web site statistics and analytics to good effect already; however content optimisation offers much greater ROI and visitor experience and is the next stage in market adoption and development." Gerry Brown, Bloor.

By constantly discovering better performing web content, Maxymiser allows marketers to continually improve sales in a measurable and low-risk way. Contact us or visit our site to learn more