When we work with a client as they get ready to launch their interactive marketing campaign, we always try to make sure that their conversion rate expectations are aren’t out of sync with the likely response their efforts will receive from their target consumers.  To help determine this ideal rate, there are a few steps we take to help make sure we identify the factors that influence how many conversions the campaign will actually receive.

First, we need to determine who makes up the brand’s target demographic and then dissect them to fully understand who they are, what interests them, and what their behavioral habits are.  For example, we try to determine when these users go online the most.  Do they go online while at work or are they predominantly online in the evening or on weekends?  How long do they stay online?  What are their interests or hobbies?  To gather and process all of this varied data, we use a range of analytical tools.  We also check out the social media space to find out what the target demographic is talking about.  All this research helps us get a good sense of the nature and makeup of the brand’s target consumer base and what might motivate them the most to perform the desired conversion, be it making a purchase to providing their e-mail information.

(more…)

Join Lori Druen and Scott Million as they discuss how to define conversion points based on client goals, and how to develop campaigns aimed at hitting those defined conversion points.

 LeapCast 11.19.2008: Play Now | Play in Popup | Download

This quarter, we’re talking a lot about conversion.  Landing pages are one invaluable tool for improving conversion rate, but within each landing page you need to determine the best messaging, layout, and calls to action to optimize conversions.  This determination is made by testing, testing, and more testing.

There are two main options for testing: A/B split and Multivariate.  A/B split testing allows you to test two versions of a single element on a page (like two different images).  While extremely effective, A/B split testing can require a significant amount of time to optimize all elements of a page (since you can only look at one element at a time).  Unlike traditional A/B split testing, multivariate testing allows for simultaneous testing of many varied elements within a landing page.  This can provide for much faster optimization by analyzing the best combination.

Multivariate testing can be a significant undertaking.  Specialized software is required to track the results of all of the variations and serve the right mix of content to determine the best performing.  In addition to the software, page coding becomes more involved, as pages need to be integrated with the software and all variations of content need to be populated.

Despite the requirements and challenges, the use of multivariate testing is on the rise for two reasons: it works, and it works faster.  There is simply no faster or more effective way of optimizing landing pages for the best results.

Customer expectations are something my team deals with on a daily basis.  Client Services works hard to make sure our clients have their needs met and are thrilled with their experience doing business with LeapFrog Interactive.

Keeping customers happy is something all companies obviously want to do but for those brands in the online marketplace, customer satisfaction may require some new ways of thinking.

(more…)

A Content Management System (CMS) can be a valuable resource for a brand to have at its disposal when management of its website becomes a complicated prospect.  However, there is a time and place to invest in one.  Some brands may not have websites large or complicated enough to warrant the control that a CMS provides.  How can you determine if it’s the right time for your company to move forward and invest in a CMS?

Here are a few signs that you’re ready for a CMS.

•    Your website has grown to the point where it has a large number pages and the content on these pages is frequently updated.
•    Your website is growing steadily with the addition of large volumes of new content.
•    Your marketing team owns the website but content changes must be requested through your IT department, which has proven to be a challenge in the past.
•    Your site is very large, and its many different sections are owned by many different groups within your organization.  As a result, each of these sections has its own look and feel.  Rather than seeming as if it was created by several different companies, you want your website to have a unified appearance and have all of its sections share the same branding.
•    Your website’s administration is being handled by several people, each making changes to only parts of the site rather than the website as a whole.

If any of these scenarios apply to you, it may be time to make room in your budget for a CMS.