Relevance. When visitors ‘find themselves’ in your site, you make a stronger connection to them. So by segmenting my audience through analytics, putting together A/B tests of over 80 creative treatments and message strategies, then applying on site intelligence to detect the search referral keywords, I was able to present my home page visitors with exactly what they were looking for (and what I was looking for – increased conversion of my top goal, a guidebook or newsletter request).
For example, if you search for New Orleans Maps (hola – number one in Google for that and all other branded terms!) I’m going to catch the visitor on the home page with a targeted, tested dynamic creative treatment which invites them to request our guidebook containing, “Maps, Shopping, Deals and More” and shows them a guidebook image spread featuring the maps. The CTR is astounding, some rules convert at 20% or more.
And so here’s the bind. How can you anticipate an increase of 150% in conversions? We ran out of guidebooks and had to print more! No one complained, however. It is a happy problem to have.
Nathan Williams is a specialist in digital media and online marketing with over ten years experience designing, building and marketing award-winning online consumer destinations.
150% Increased Conversion Rate
For example, if you search for New Orleans Maps (hola – number one in Google for that and all other branded terms!) I’m going to catch the visitor on the home page with a targeted, tested dynamic creative treatment which invites them to request our guidebook containing, “Maps, Shopping, Deals and More” and shows them a guidebook image spread featuring the maps. The CTR is astounding, some rules convert at 20% or more.
And so here’s the bind. How can you anticipate an increase of 150% in conversions? We ran out of guidebooks and had to print more! No one complained, however. It is a happy problem to have.
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