Wednesday, 27 December 2006
I guarantee that online (and search) marketing conversion rates would be higher than the paltry 4% if only we would adopt a more exploratory or experimental approach. We needn’t and indeed shouldn’t deal in certainty in the online world, doubt is our friend. As long as we listen, learn and adapt our messages to the explicit and implicit feedback we receive, we will be exponentially more successful. The web provides a global, real-time and real life laboratory – only the foolhardy wouldn’t treat it as such and reap the benefits…. As Voltaire said - doubt is unpleasant, but certainty is ridiculous. Tailor the offer, the call to action, the headline, the copy and whatever else in response to what your customers say (on blogs, product ratings etc) and do (on site behaviour, purchases, abandonment etc). Use whatever mechanisms and data you can lay your hands on to constantly monitor your consumers attitudes and behaviours and the act on it.