Only 40% of companies are applying some kind of testing AND targeting to grow consumer engagement and enhance conversion. The technology is often in-house and to top it all, most companies are not sure about what to test, how to test, what metrics to test, what is the timely reporting and format needed and how to apply analytics to the data.
These findings from a survey by Omniture, reveals a lot about the problems we face in the real world. To maximize the return on the online presence, we need to define the testing and targeting strategy, and apply analytics rigor to better understand our consumers’ needs and create opportunities for business growth.
Behaviorally targeted pages with dynamic content result in a 12% lift in conversions, according to the same study – that will be quite a handsome reward for our 2010 online efforts!
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