Make sure you're identifying the factors that may be working against your targeting strategy.
Have you been noticing that no matter what you do, your conversion rates are starting to plateau? If you have already done all the onsite fundamentals - testing creative, copy, and calls to action - maybe it's time to shift your focus away from simply increasing site traffic and reconsider your segmentation strategy.
For many marketers, setting a segmentation strategy becomes a one-time tactic, often done in line with a site redesign, technology change, or annual marketing campaign. This can be a big miss - especially as marketing tactics, targeting partners, and segment behavior can often change over time.
If your traffic volumes are satisfactory relative to historic norms, consider that you may be getting the wrong type of traffic - or improperly classifying them. A few factors may be working against your targeting strategy:
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Andrea Fishman, VP of strategy and a partner at BGT Partners, leads BGT's Chicago office and has extensive experience in marketing and management consulting. She and her team drive value to BGT's clients through the development of behavioral marketing programs, web analytics, measurement programs, industry benchmarking, competitive assessments, and the design of integrated marketing programs.
Andrea has been with BGT since 2003 and is credited with strengthening partnerships with such clients as ADT, Sony, ADP, and Avaya. Prior to joining BGT, she served as global vice president at divine, inc. She's also held strategic positions within marchFIRST, The Lewin Group, and the office of U.S. Sen. Edward Kennedy.
A graduate of Brandeis University, Fishman was awarded the Wasserman Scholarship for academic achievement and was named a 2010 Stevie Awards Finalist as Best Executive in a Service Business. She is a frequent judge for the eHealthcare Leadership Awards and is involved with the Special Olympics and Chicago Cares, a community service organization.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT