Greetings From [x+1]'s CEO
I have not read a research report that doesn’t call for aggressive growth in online marketing for 2007. I am excited to be in a space
that is continuing to win a larger share of budget from traditional marketing; however, this is being done at a time when marketers
are forced to be accountable for every dollar spent while showing increased profitability. But these forecasts will only come true if
we deliver on the promise of reaching the right customer with the right message at the right time. We know how important it is to
achieve greater success in converting prospects to customers. Together we will persevere to do just that.
We have experienced significant growth of our own at [x+1] in the past year. Our revenue was up substantially from 2005 and our staff
has doubled. But our primary mission is still to help our clients grow their business through better site and media optimization,
enabling higher conversion rates and, most of all, increased profit. This year we will introduce new products and services that will
allow existing clients to get a better return on their overall online marketing investment and new clients to enjoy the benefit of
significant lift on conversion once they have implemented our contact optimization solutions.
In 2007 [x+1] will become a rich new source of industry and proprietary information about optimization and conversion. This newsletter
is just the tip of the iceberg. We will partner on groundbreaking new optimization research, will provide smart commentary and
analysis about trends and best practices within our industry and serve as a repository for whitepapers, research and news stories that
will inform your online strategy.
Finally, 2007 will be a year of innovation from [x+1] with new tools to enhance reporting capabilities and the development of new
metrics to better understand how your conversion rates stack up against the norm and what you can do to improve them. I would not be
surprised to see our data adopted as industry standard information.
Good luck and we look forward to furthering our relationship with you in 2007!
Sincerely,
Toby Gabriner, CEO
10 Questions Marketers Seeking Higher Conversion Rates Must Ask
1. A/B, Multivariate, or Audience?
This isn’t a trick question. Rather, it aims to suss out what type of methodology a provider uses. A/B testing is the simplest form of optimization, in which one sets up a control (say, a one-page checkout window) and then tests another option against it (say, a checkout process broken up into three windows) to see if it delivers statistically significant improvement. Such tests are easy to manage and implement, but they are time consuming, not particularly sophisticated, and generally offers the opportunity only for slow, incremental improvements.
Customer Interaction Optimization: You only get one chance to make a first
impression
In today’s competitive environment, consumers are overwhelmed with choices.
There can be dozens of options available for even the most specialized of products.
The pressure to capture consumers’ attention is made even greater given
the availability of online purchasing. Given consumers’ ability to visit
many sites in a relatively short time frame, it becomes even more important to
keep them engaged and on your site. To do so, the site must be sufficiently interesting
to speak to their individual needs, wants and, personalities.
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