Personalized websites and landing pages are the right investments to boost conversions online
Boosting conversions is one important factor; better websites and landing pages have further multiple effects as well.
Relevant traffic and an optimized website is the key for online success
After visiting the dmexco exposition & conference in September, we can just underline the importance of the maximum effectiveness of really good working websites. All exhibitors who provide performance-based marketing services have a major focus on conversion optimization. In an earlier blog post we wrote that conversion optimization will play a major role in 2011. That’s defenitely the truth and companies should have the right approach towards this important issue and they have to start implementing personalization now to increase conversions.
If search has the biggest share of companies online marketing budgets and if search budgets will increase the next years as well, it doesn’t make sense to drive relevant search traffic to inefficient websites and landing pages. Optimizing websites and landing pages with the right testing methods, right targeting and segmenting, right tracking etc. will help to increase SEO and PPC efforts as well, which improves the overall customer experience and reduces the costs of customer aquisitions through these channels. Especially in competitive industries where online services and products are predominantly marketed via search, it is very important to attract prospects to the websites or selected landing pages and convince them to e.g. fill out the form, to call, to add something to the chart. Turning a click to a lead, a click to a call or a click to a purchase can maximize the companies online ROIs and minimize the overall online cost of conversions.
Senior-level decision makers shouldn’t think that implementing personalized websites and optimized landing pages are further cost. It is not a matter of expense it is an investment.
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