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CONVERSION RATE
“NORMALIZATION”
where the real conversion rate optimization begins?
where does “normalization” end?
define normality for conversion marketing
Define target
and competition
Plan advertising
campaign and
build estimated
resul...
define normality for conversion marketing
Define target
and competition
Plan advertising
campaign and
build estimated
resul...
what is normal?
what normality should look like for a partner agency
Digitally Driven
Business Learnings
Wireframing
Click & Heat Map
Pre-...
define normal for conversion marketing: future model
Optimize
campaign
(only fine-
tunings)
Learnings about
future campaign...
let’s see the normality
at work
+?%
conv. rate
+60%conv. rate
We helped 60% more people
to find the best health services
from the Anadolu Hospital
start normal
what can normalization bring?
+?% conversion rate
what can normalization bring?
+94% Conversion Rate
Ex: Difference from 5.000 leads to 9.700 possible buyers that want an e...
what can an agency oriented
on business KPIs do?
Your Business
KPIs
SEO Quality Copywriting
*QS = 8 -> 30-40% increase in ...
A GOOD START IS NOT
CONVERSION RATE OPTIMIZATION
We must draw a line between starting a campaign
properly with good chance...
Are we there yet?
Get your account manager to make wireframes
with an UX Expert
Request multiple similar versions accordin...
Are we there yet?
Get your account manager to make wireframes
with an UX Expert
Request multiple similar versions accordin...
One more thing: we are in the future
AI Auto-Cognitive Systems
We are experiencing evolution and we will reach AI-personal...
Thank you! Questions?
Follow me here:
LinkedIn, Twitter, Facebook, Slideshare
@adrianenache87
Adrianenache.com
Follow The ...
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Conversion Rate Normalization - Digital Marketing Forum

Defining Business KPIs for all campaigns: how to increase up to 94% the results of conversions/revenue by changing the campaign launch process.

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Conversion Rate Normalization - Digital Marketing Forum

  1. 1. CONVERSION RATE “NORMALIZATION”
  2. 2. where the real conversion rate optimization begins? where does “normalization” end?
  3. 3. define normality for conversion marketing Define target and competition Plan advertising campaign and build estimated results Build digital asset (a landing page/app/website, usually) Optimize campaign (when, why, how?)Start campaign
  4. 4. define normality for conversion marketing Define target and competition Plan advertising campaign and build estimated results Build digital asset (a landing page/app/website, usually) Optimize campaign (when, why, how?)Start campaign
  5. 5. what is normal?
  6. 6. what normality should look like for a partner agency Digitally Driven Business Learnings Wireframing Click & Heat Map Pre-Analysis Usability & UX Design Digital Assets Development A/B Testing Web Analytics SEO Copywriting (Quality Score Improvements) eCRM Market Analysis Competition Analysis Programmatic Real Time Bidding Behavioral Targeting Social Advertising Search Engine Advertising Media Planning Media Buying Strategic Email Database Enhancements Click Map & Heat Map Analysis New A/B & MVT Iterations Audiences Optimization Channel Enhancement Intra & Inter-Channel Budget Optimizations Advert Optimization Data & Statistics Interpretation $
  7. 7. define normal for conversion marketing: future model Optimize campaign (only fine- tunings) Learnings about future campaigns Define target and competition Plan advertising campaign & estimated results Campaign Pre-Analysis and Conversion Rate Optimizations Build digital asset (multiple versions) Start campaign
  8. 8. let’s see the normality at work
  9. 9. +?% conv. rate
  10. 10. +60%conv. rate We helped 60% more people to find the best health services from the Anadolu Hospital
  11. 11. start normal
  12. 12. what can normalization bring? +?% conversion rate
  13. 13. what can normalization bring? +94% Conversion Rate Ex: Difference from 5.000 leads to 9.700 possible buyers that want an excellent car, can mean sales from 5 mil EUR to 9.7 mil EUR revenue for a business *real statistics are confidential
  14. 14. what can an agency oriented on business KPIs do? Your Business KPIs SEO Quality Copywriting *QS = 8 -> 30-40% increase in conversions *according to WordStream Normalized process to begin a campaign +60-100% increase in number of conversions *as described in previous slides Fine Tuning Optimization +20% increase in conversions Data Analysis Priceless learnings in industry specifics
  15. 15. A GOOD START IS NOT CONVERSION RATE OPTIMIZATION We must draw a line between starting a campaign properly with good chances of results vs extremely fine-tuned results. We must normalize the process of starting a cam- paign for better performance!
  16. 16. Are we there yet? Get your account manager to make wireframes with an UX Expert Request multiple similar versions according to brand guidelines (make sure you have a digital brand guideline or create one fast) Expect SEO Consultancy for any campaign that includes media Expect Usability and UX Experts from the start, not after the creative proposals An eCRM is mandatory for businesses that not only expect leads, but want to properly manage them Increase owned database of information, as seg- mented as possible Expect learnings and data interpretation after each campaign in your industry DO
  17. 17. Are we there yet? Get your account manager to make wireframes with an UX Expert Request multiple similar versions according to brand guidelines (make sure you have a digital brand guideline or create one fast) Expect SEO Consultancy for any campaign that includes media Expect Usability and UX Experts from the start, not after the creative proposals An eCRM is mandatory for businesses that not only expect leads, but want to properly manage them Increase owned database of information, as seg- mented as possible Expect learnings and data interpretation after each campaign in your industry Simple landing page A/B testing can increase campaign performance exponentially (if one button can bring 60% increase or one picture can bring 94% what if together we start properly every campaign?) The media agency (let’s call it partner) must con- nect to your business KPIs, not to clicks and im- pressions An average SEO Specialist both for ads and land- ing page can increase your results with 40% The Real CRO appears only after a good start. Let’s not call optimization every simple thing (revi- sions) DO REMEMBER
  18. 18. One more thing: we are in the future AI Auto-Cognitive Systems We are experiencing evolution and we will reach AI-personalized content. We will reach the step of auto-generated assets according to user’s behavior. We need to get there! First step is to normalize the process of optimization!
  19. 19. Thank you! Questions? Follow me here: LinkedIn, Twitter, Facebook, Slideshare @adrianenache87 Adrianenache.com Follow The MasterPlan Agency: LinkedIn, Twitter, Facebook /TheMasterplanAgency Themasterplan.ro

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