Tag Archives: exacttarge_blog

Separating Interactive Marketing Contenders from Pretenders

7 Aug

from EXACT TARGET::BLOG
A website’s ability to convert a visitor to a customer is a measurement of its effectiveness, and it’s no small task. You can drive the most targeted visitor to a website only to lose the opportunity to engage and convert that visitor. Research from Webtrends shows that on average, more than 95 percent of website visitors leave sites without converting. And conversion doesn’t always mean making a purchase. Conversion could be registering for and downloading a coupon, downloading a new white paper or case study, or subscribing to a company’s email newsletter – any action that would enable the marketer to identify the visitor so they could stay connected and provide relevant information or offers.

t’s no coincidence that the best performing online marketing websites are engineered to drive conversion. They employ landing page optimization and abandoned shopper re-engagement strategies, along with multivariate testing to optimize performance. They are all optimized for repeat purchases, have excellent internal search engines to make navigation and research easier, and they focus on driving visitors back to their site.

Demand generation strategies such as paid search, SEO, display advertising, e-mail marketing and social media bring visitors to your website. But once you get them to your site, how do you convert them to buyers?

Maximizing online marketing performance requires alignment between the tactics used to drive traffic to your site and the tactics used to drive conversion. Whether your conversion environment is a single landing page, microsite, shopping cart or registration form, conversion optimization requires a balance of strategy, process and technology.

To gain a better understanding of the advantages of integrating e-mail with social media, in my future posts I will take a look at online marketers who do it right.