Tips for convincing executives of the importance of investing in marketing optimization.
I just arrived home from San Francisco where I attended the eMetrics Marketing Optimization Summit. As always, it's great to catch up with friends and participate in enlightening conversations. A key theme of my presentation: how to get organizational buy-in to testing and conversion optimization.
Marketers often get so worked up about the prospect of optimization and persuading more customers that we forget something. Before we can pursue optimization, we must convince those in our own company about optimization's value.
Here, then, are some tips for convincing executives, coworkers, teammates, and anyone else in your company of the importance of investing in marketing optimization, analytics, and conversion improvement efforts.
Get the Math Right
When you present your numbers, don't assume your listeners are getting the math right:
What happens when you increase conversion rate by 1 percent? How many total conversions does your organization hear?
Most hear A. All too often I see it in articles written by others as well. When describing a conversion lift from 3 percent to 4 percent, they say that they improved conversion by 1 percent. They didn't. They improved it by 33 percent, or one percentage point. In large organizations, the online numbers are considered small enough; please don't continue to minimize them!
Translate All Numbers Into Dollars
Another dangerous assumption to make is that your listeners can translate numbers into dollars. Always show impact in terms of dollars. Use average order value (AOV) or average lead value (for lead-generation or registration sites).
Let's say your AOV is $50 and your company spends $200 for every 1,000 visits. For those 1,000 visits, your conversion rate is 2 percent, which equals 20 actions. For every 1,000 visits, you gross $1,000 in sales (calculate: $50 AOV x 20 actions = $1,000 in gross sales). If you increase your conversion rate modestly to 3 percent, your gross sales increase is 50 percent, or $500 per 1,000 visits (calculate: 3 percent x 1,000 visits = 30 actions; 30 actions x $50 AOV = $1,500 in sales).
It's also helpful to show the dollar impact over an entire quarter or a fiscal year.
Oftentimes companies have a hard time determining AOV or average lead value with any degree of accuracy; that's OK. Of course, the cleaner your data, the easier it will be to have organizational buy-in. The key is to show some sort of monetary value. We often encourage our clients to make a conservative estimate that most in the company will agree on.
Leverage Your Reach
Show your team the advantage of taking control of the visitor instead of existing solely at the mercy of visitor traffic.
With an AOV of $50 and a modest conversion rate increase from 2 percent to 3 percent (50 percent), the sales increase is impressive, but that's only one part of the story. In the table below, you can see the impact of increasing both conversion and traffic:
|Conversion rate (%)||2||3||3|
|Cost per action ($)||10||7||7|
|Marketing efficiency (%)||20||13||13|
In the "good" column, you get more from the traffic and spend. Your CPA (define) goes down, and you generate more profit from your advertising. You won't grow faster, but you make more.
Let's say you reinvest some of those dollars into acquisition spend to drive more traffic. You can grow exponentially and outspend your competition, you can even afford for the conversion rate to go down a bit. Your conversion and traffic increase rockets your growth dramatically.
This advantage of conversion rate optimization is often missed or overlooked by many companies.
With a conversion rate increase, you now have a choice:
Again, even with modest increases in conversion companies can begin to wean themselves off addictive traffic or make their traffic work harder for them instead of working harder for traffic.
Is There a Catch?
While there are many tools to aid marketers in their quest, there's still no conversion rate black box. Conversion optimization always require resources and effort, trial and error, and sometimes sweat and tears. And it never ends. Optimization is a continual process of gaining customer insight, implementing changes, testing, then starting the whole process over.
The Bottom Line
You can't always control the amount of visits, but you can control what you present to visitors. Why not optimize it?
Still have doubts? Ask yourself: what would it cost you to double traffic (if this is even possible) versus doubling conversion rate?
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Bryan Eisenberg is coauthor of the Wall Street Journal, Amazon, BusinessWeek, and New York Times bestselling books "Call to Action," "Waiting For Your Cat to Bark?," and "Always Be Testing." Bryan is a professional marketing speaker and has keynoted conferences globally such as SES, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, SEM Konferansen Norway, the Canadian Marketing Association, and others. In 2010, Bryan was named a winner of the Direct Marketing Educational Foundation's Rising Stars Awards, which recognizes the most talented professionals 40 years of age or younger in the field of direct/interactive marketing. He is also cofounder and chairman emeritus of the Web Analytics Association. Bryan serves as an advisory board member of SES Conference & Expo, the eMetrics Marketing Optimization Summit, and several venture capital backed companies. He works with his coauthor and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
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