Media Coverage
"Cheat Sheet to Making Web Site Optimization Work For You"
DMNews
December
2,
2007
Optimization for retailers has always had a unique set of challenges
due
to the number of SKU's, the prioritization of special offers and
the synergy, or lack thereof, with brick-and-mortar retail sites. To best leverage
optimization, multiple creative concepts and offers should run simultaneously
to multiple audiences to produce a more relevant dialogue with each segment that
will achieve higher conversion rates. A portfolio of differentiated assets can
be created and be completely on-brand and comply with style and/or messaging
guidelines.
Focus on the audience. Optimizing based on traffic - the number of clicks of
page views, for example - often results in increased performance, but it limits
insights into why lift is accruing and, more importantly, misses the most essential
point: the people.
Keep it honest. Transparency is crucial to success. It is important to monitor
and communicate the success of optimization.
Share the great deal of intelligence that results from your optimization project
with other members of your marketing organization, as well as with brand stewards
and agency partners to help guide new creative development both with media teams
and with product development.
Know where to optimize. If
optimization is done well, it should achieve results no matter where the placement,
but in order to achieve maximum ROI, choose a section of real estate that is
above the fold and as large as possible. Also, when choosing which page to optimize,
the home page is almost always the best choice. A good second choice is a optimizing
product or section home page.
Evaluating performance directly identifies the lift realized from direct conversions.
Because the optimization program focuses on audiences and developing a relevant
dialogue with individual users, the increased level of engagement can lead to
users unexpectedly converting to products or services for which you're not optimizing.
This is crossover; watch for it closely. While not a direct measure of success,
consider it a fringe benefit.
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