What's Your Conversion Optimization Strategy?
By Josiah Mackenzie
Thursday, 24th September 2009
Omniture's 2009 Online Conversion Benchmark Survey – conducted in July and released last Tuesday – reveals some startling facts.
  • 80% of online marketers do not serve personalized content, and do not use performance metrics to promote content
  • Less than 30% frequently test their content
  • 70% of content decisions are unsupported by data
That's scary. Especially if you depend on your website to generate sales.

Since I often talk about 'scientific marketing' it's good to have some solid numbers on the state of the industry. More and more, I'm emphasizing the importance of conversion tracking, testing, and optimizing in the campaigns I manage. This process is fundamentally at the heart of internet marketing, and it would be a waste if we didn't fully exploit it.


Tracking is gathering the data as it is now. The process is quick and easy through tools such as Google Analytics. By adding once piece of code to your website, you can have access to hundreds of detailed reports.


Testing is letting the market vote on your marketing ideas. After tracking systems are in place, you can perform split testing to determine the best mix of your website elements. Testing replaces guesswork with pragmatism in the marketing process.


Optimization is acting on the information you discover. Once you have data, you must use it. Few website owners continue through all the way to this step. It's essential your site development is guided by the insights you've collected.

This 3-step system is the only proven way to achieve outstanding internet marketing results.

Are you investing enough into this process?

About the author
This blog is written by Josiah Mackenzie, who enjoys exploring the relationship between emerging technology and the hospitality industry. 


Original article: www.hotelmarketingstrategies.com/conversion-optimization-strategy
Global Brand Awareness & Marketing Tools at 4Hoteliers.com ...[Click for More]
 Latest News  (Click title to read article)

 Latest Articles  (Click title to read)

 Most Read Articles  (Click title to read)

~ Important Notice ~
Articles appearing on 4Hoteliers contain copyright material. They are meant for your personal use and may not be reproduced or redistributed. While 4Hoteliers makes every effort to ensure accuracy, we can not be held responsible for the content nor the views expressed, which may not necessarily be those of either the original author or 4Hoteliers or its agents.
© Copyright 4Hoteliers 2001-2023 ~ unless stated otherwise, all rights reserved.
You can read more about 4Hoteliers and our company here
Use of this web site is subject to our
terms & conditions of service and privacy policy