Econsultancy recently reported that due to a rise in digital advertising costs, it has become more expensive to gain the same audience. With that in mind, how are you planning on getting the same results without increasing budgets?
Whilst conversion optimisation is a great way to get extra bang (conversions) for your buck (traffic...as well as actual bucks), it can be difficult to get the budget for a CRO programme signed off.
Here are some top tips to improve your marketing, whilst decreasing your acquisition spend and freeing up budget to optimise your customers' online experience.
Stop paying for s**t clicks
Regardless of your product, there will be certain demographics that are more likely to buy your product than others. At a basic level, this might be as simple as teenage girls vs. middle-aged men, at a more advanced level this might be left-wing train commuters vs. right-wing motorway users.
Instead of using marketing budget across all channels, a women’s fast-fashion retailer would get more results if they focused their spend on channels with a high number of younger females. Paid advertising on social networks such as Facebook, Twitter and Pinterest would be more appropriate than display advertising on lifestyle websites for example.
Whilst the Google Analytics Interests reports aren’t accurate enough to influence your marketing, a Demographic report is more reliable and can show you which audience demographics are converting higher or lower than normal. Refocus your marketing spend on channels that accommodate your high converting demographics.
Timing is everything
There will be specific times when your users are more open to engaging with your company, and there will be times when they are not.
eBay saw a 67% rise in engagement with baking products during the first episode of the 2016 Great British Bake-Off, and a rise of 133% in the hour after the show. If you can find an event that resonates with your audience, increasing marketing activity at this time might result in highly motivated traffic to your website that might not usually sit within your typical reach. For more day-to-day traffic, there are simple wins to be had for email, social, PPC and display campaigns.
Qwertee sells awesome t-shirts and have a daily newsletter which is again, awesome! Every night I receive an email with a selection of limited edition tees that always make me smile. The thing is, when I receive the email at 22:17, I am in bed, binging on my latest TV series. My focus is elsewhere and I have no intention of purchasing a t-shirt, regardless of which Star Wars character it features. If the email were to land between 7pm and 9pm instead, my wardrobe would look like the costume department of The Big Bang Theory.
For international companies, consider the location of your audience. Sending the same email, at the same time, to people in the UK, USA and Asia, is the marketing equivalent of flushing money down the drain.
Think of how a user engages with your brand when you send a badly timed email:
• Receives email at 4am, potentially waking them up
• Opens it straight-away, thinking they’ll re-read it later. They probably won’t!
• Ignores it until a more suitable time, by which point it is likely there is something more relevant pushing your email into the depths of their inbox
• They actually open the email and continue to your website, but now have to go through the process of navigating your categories, choosing a product, picking their delivery preference, entering their details, finding their wallet and credit card, and entering a 16 digit number...all at 4am. Yeah, right!
The same is true of PPC, social and any other paid advertising. Whilst traffic at unsociable hours might be cheap, it is also going to less motivated. Saving your spend for higher converting hours is likely to be more profitable.
The whole is greater than the sum of its parts
Getting users to your website is only part of the challenge and a highly targeted and well-timed campaign is only as good as its landing page. A poorly executed landing page will undo all the hard work done to get the user there in the first place.
Landing page optimisation is a discipline in itself, but one key element that is easy to implement is clarity messaging.
Too often companies fail to replicate the content from their marketing campaigns on their landing pages, leaving users to question whether that unmissable offer that brought them to the website is still live.
Moss Bros does a great job of ensuring the user is informed and engaged throughout their journey by constantly reminding the user of their proposition and offer messaging.
The retailer's PPC adverts feature a sitelink extension for a 5 shirts for £100 offer. A compelling promotion and one which is also communicated on the landing page. Not only does the page header match the PPC extension, but each product is highlighted making sure the sure the user always knows that the shirt they are interested in is included in the offer. On to the product page, and the offer message is there again. Think about how different the Moss Bros user experience would have been if the PPC advert linked through to the shirts category, or worse, the homepage.
With so much competition for attention on search results pages, social media news feeds and email inboxes, if you don’t make the most of your moment, your message will be lost amongst the noise.
Use these key takeaways to tighten up your acquisition spend and increase your conversion rate:
• Rather than spending time on all available marketing channels, focus on the ones that match your target audience
• Target your marketing to appear when your audience are most likely to complete the action you want them to
• Stack your budget on high converting campaigns, time zones and locations
• Communicate your messaging throughout the user journey; within the advert, landing page, product page etc
By Chris Todd, optimisation executive at PRWD
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