Improve Your Marketing: Take the Blinders off Conversions

You’re testing, but are you really testing? Organizations today are losing marketing potential. Why? Simply put, some organizations do not possess the right tools to analyze the micro-conversions within their data. Each time an individual customer within a larger segment interacts with your brand, this can be considered a micro-conversion.

Intelligent Tools
Intelligent tools can help your organization discover new marketing opportunities through surface optimization. Adobe Target, for example, allows you to use machine-learning algorithms to uncover predictive data. From there, this information can be used to develop a robust analytics-solution plan. All of this is automated, of course, and continues to improve over time.

Understanding Conversions
A combination of both macro- and micro-conversions is key. From a business perspective, macro-conversions are the ultimate goal, because they directly correspond with revenue. However, simply sticking to macro-conversions may result in drawing correlations that either do not exist or that lack meaning. Products like Maximizer or Optimizer, for example, only enable you to garner a high-level perspective of how a population or segment — and not a new or return visitor — is reacting at a specific point. An educational decision cannot be drawn from large chunks of generalized data. Macro-conversions simply do not allow you to achieve segmentation within your results. You can imagine the impact this would have on your marketing capabilities. No segmentation — no strategy.

Alternatively, micro-conversions enable you to draw connections between segments in a far more appreciable way. Micro-conversions allow you to view and analyze activity within large segments. For example, you may be able to see whether your article recommendations have been engaged or whether subsequent content has increased within two specific segments. From here, you can tweak your marketing to better fit your customers’ needs based on segment.

Improve Your Marketing
The ultimate goal of understanding your conversions is to allow you to better facilitate an optimized experience of your brand. This information allows you to reassess what your website says about your brand in relationship to your customers. Tweaks to small things can make huge differences in your ability to interact with your customers in a productive and instrumental way. For example, is your website too cluttered? Do you need to reassess your imagery? What about that button — is red the best color for it?

Ultimately, having data available to you and being able to test these experiences provides clarity regarding how people react to various scenarios. Consider an in-store purchase at a furniture shop, for example. For every couch a customer buys, a discount is offered on another item in a different department. Let’s say this tactic worked to increase sales. Using intelligent tools, you’re able to understand the details about the customers who bought into that specific sale. Who went for that purchase? This is an example of your data working for you.

Strive Toward Greater Conversion
Integrating analytics as a guide tool allows you to take the blinders off your testing. When you are able to understand how your customers react to various scenarios, you are able to greatly improve purchase value. Providing your customer with an optimized experience gives your brand weight above others. Do not waste your time with aimless testing. Strive toward greater conversion.

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from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/analytics/improve-marketing-take-blinders-off-conversions/