Marketing Better 101 - Improve Conversions and Increase Revenues

Is testing and optimization really worth it?

You may already have limited resources and lots of other projects on your plate. But if you're serious about getting better results, optimization is a sure way to get there.

It's important to make sure you are focusing your efforts on the optimization that will have the biggest impact, not just on metrics, but on the company's top line.

The Power and Profit of Optimization

Here's an example:

Company A runs a hot lead generation site, does about $25 million annually, and spends about $2 million a year on marketing and related services. The size of their average sale is about $1000. Their seasoned sales team's closing ratio from web leads is about 70%, thus each lead that comes through the site is worth about $700.

The marketing team at this company is ill-informed about these numbers because they are largely focused on marketing goals. Still, this team has worked hard, optimized and realized a 20% increase in leads over the course of a year. The marketing team harvests 480 leads per week. An increase iof 20% turns out 96 more leads weekly, which means optimization has increased top line by about $3.5 million per year, a number larger than the company's annual marketing budget. Would your execs consider that an acceptable ROI?

Still, companies are not doing the marketing and sales math together. Oftentimes optimization efforts are judged by numbers that are deceptively distant from top line company goals. Thereby incremental increases in conversion rates, traffic, or ctr, are judged out of context and marketers fail to get credit for their contribution to top-line.

If you need help justifying your optimization efforts, FutureNow can help. WE can show you how to test smarter and match your results to key performance goals. FutureNow can also help you sell the boss.

Learn more about the services FutureNow offers to guide you to optimize your marketing better.

Other Optimization Challenges Before You Get Started

• Testing is not optimization. While testing is a critical machination of optimization it is the customer insight (knowing why you customers are doing what they are doing) gained through testing that makes the difference.
• Tools alone do not give you increases, they only help you manage the complexity and monitor and track results.
• Only customer insight can realize steady increases and results than can be duplicated in other areas and channels.
• Your ability to implement changes on a timely and effective basis effect results.
• While testing should be scientific, remember the goal is to impact the value of your company.
• Optimization is not about finding a breakthrough increase (though that happens at times), but is about organizing, and leverage marketing assets for smaller increases that, in aggregate, have a large impact on the value of a company.

This can be a lot to keep track of. That is why FutureNow offers a suite of software, training and consulting services that will navigate you through the optimization maze and help you test smarter and market better. See what kind of results we've gotten for our clients.

I'm already testing, what do I do?

It is time to take your optimization to the next level and implement our Persuasion Architecture® process, to gain deeper insight into your customers, your competitors, and even your company's strengths and limitations.

Persuasion Architecture® gives you the principles and processes needed to plan every customer touch-point and take advantage of missed opportunities both you and your competitors might be missing. Learn more about what Persuasion Architecture® can do for you and why FutureNow is a smart choice.

Optimization Resources and Freebies

Free tools like Google Website Optimizer can get you started optimizing today. FutureNow also has hundreds of articles and resources that will maximize your efforts. Get started optimizing now or learn more about FutureNow.

Need to make an impact on your bottom line numbers right away? FutureNow is anxious to help, fill out the form below and we will get back to you right away.