Dan Croxen-John, CEO at AWA digital, explains how you can protect your online sales and conversion rates when you switch to a new website.
Get a preview of Econsultancy’s report, “The Past, Present and Future of Website Optimization” at Qubit and Brooks Bell’s not to be missed webinar!
In the past 5 years, A/B testing has become commonplace among marketers. No longer the department that relies solely on words and images, marketers have become progressively more data driven in their approach: testing their viewer’s reactions as much as they try to attract their attention.
The data is out. Online conversions peaked in the UK as few had predicted, as British retailers adopted the American tradition of pre-Christmas discounting.
To close out the month of October we gathered on Manhattan’s West Side at the modern, sleek, and fun Yotel for another installment of our Bright Sparks events. Our morning was filled with a delicious eggs benedict bar, networking, and insightful conversation.
No matter what the job title on your LinkedIn profile says, you work in sales. Like it or not, you’re constantly pitching yourself. Whether you’re going for an interview, applying for a mortgage, or waiting to get picked next by the dodgeball team – you are pitching yourself.
10 years ago I started at Google and, with it, my first real understanding of how the ‘Google machine’ made money through Cost Per Click (CPC) advertising. The model was simple; an advertiser would bid on a keyword that related to the products or services they were selling and when that advert was clicked, Google earned money based on a competitive auction model. At that time, nearly a decade ago, the cost to acquire visitors to a website were relatively low as the competition levels were a fraction of what they are today. Back then, it was really a matter of build a website and shoppers will come. And they did, in their hundreds and thousands. So who cared if just a small percentage of my traffic converts? Online marketers were getting a great ROI.
Fast forward 5 years and it was a very different story.
That was the message that our CEO Graham passed on to a senior global marketing audience at Advertising Week, in the Times Center Hall in New York City.
“We’re surrounded by nebulous concepts around what we’re supposed to do with data,” said Graham. “It’s my view that the most profitable business application for Big Data is customer experience.”
In a space such as luxury, where the personal experience is as important as the goods you buy, how do you translate your brand online?
Is anyone else just a little sick of the term ‘Big Data’? For many of us as marketers it’s something we’ve heard about, something that we know we ought to address, but it’s something we just can’t get our heads around. And every time we hear or read the phrase it gnaws away at us, making you think “I really need to sort this out.”