Three ways to boost site-wide relevance and conversions

Share this content:
Three ways to boost site-wide relevance and conversions
Three ways to boost site-wide relevance and conversions

Search marketers spend plenty of time and money on their campaigns, but how much of it is wasted? Whether visitors enter a site at the homepage or through a product, landing or content page, marketers must make the experience relevant, keep the visitors on-site and move them to a conversion. Only by delivering personal on-site experiences can marketers achieve the best return for their marketing spend.

Optimizing a site is worth the investment since it improves the effectiveness of all marketing activities. As site stickiness increases, every marketing e-mail, TV ad or search keyword can produce conversions. Creating a bridge of consistency from these external promotions on through the site to conversion enables marketers to extend relevance further. Specific to search, improving overall conversion rates for a site increases the accuracy of keyword data; when marketers remove a keyword from a program or decrease a bid price, they are more confident in doing so. Here are three ways to boost your campaign's stickiness:

— Match site content to the pre-click message driving the visitor. Test content alternatives to determine what is most compelling.

— Create and apply visitor segments based on priority criteria (referring search engine, referring keyword, PPC keyword,
geography, etc.) and serve content and promotions accordingly.

— Improve product recommendations offered through automated merchandising, increasing order values and revenue per visit.

These approaches often produce results in mere days. A/B and multivariate testing enable marketers to analyze variable page experiences and implement the best content combination. Applying customer segments take testing further; creating unique content for segments helps ensure that on-site experiences feel unique and personalized. Effective product recommendations also work wonders, but marketers should do more than cross-sell. Product recommendations offering visitors similar, competitive or complementary alternatives streamline browsing, buying and more.

Once marketers have personalized and optimized their own site, they can then move onto auditing and optimizing search programs based on conversion data.

Marketers who do outbound marketing well can expect improved returns from their search program and other marketing channels for that matter, online or off.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above