Market Like The Six-Million Dollar Man: Better, Stronger, Faster
Steve Austin was the Six Million Dollar Man. HiConversion can empower you to become the six million dollar marketer.
Marketing is all about making smart investments. Regardless of where your Return on Marketing Investment (ROMI) currently stands, you can always improve it by optimizing your paid search and maximizing email conversions.
Luckily, you don’t have to be bionic like Steve Austin to optimize paid and email traffic because HiConversion already has the proven technology to do it for you. Even if you have done everything you can think of already, integrated analytics and artificial intelligence can make your marketing efforts better, stronger, and faster.
After all, you are paying a fortune to drive traffic to your site. Why wouldn’t you fully engage the audience once you have gotten their attention?
We know that distinct arrival pages result in different performances. We also know that various channels perform differently. With a good analytics tool, it is a no-brainer to combine this knowledge and micro-segment to uncover rich revenue opportunities.
By winnowing down the best arrival pages by source, you can optimize your traffic and drive up revenue without ever needing to touch your site.
To illustrate this point, we’ll take a look at a real-world client example. This company gets a ton of natural, organic traffic directly from searches and Facebook. However, they also get quite a bit of traffic from paid searches and email. In this example, we’ll look at each channel’s associated conversion rate, and then show how to allocate better the traffic they have control over.
Let’s start from the beginning. The first step to optimizing marketing traffic is to take a look at the overall channels.
In the example above, both paid search and email are underperforming organic traffic in terms of conversion rates.
It is ideal to optimize paid and email traffic sources regardless of performance, as there is almost always room for improvement. However, if the organic search channel is outperforming the paid search or email channels (or in this case, both!), that is a red flag.
You can increase the performance of the paid and email channels by identifying which sources should be directed to which arrival page class for maximum revenue per visitor (RPV).
The example identifies two significant traffic sources: email and paid Google searches. The next step is to take a look at arrival page classes for each of the identified sources. When you have the right technology, it is easy to slice and dice the data to uncover each source’s arrival page performance, and thus, where the paid and email traffic should be going.
In the next few charts, we will see multiple metrics including cart rate, bounce rate, and visits to each arrival page class by source. Cart rate is a great indicator of product-market fit; bounce rate shows the quality of the traffic; and of course, visits let
us know how many visitors are being funneled to each page.
Segment 1: Email Traffic
The x-axis is average cart rate and the y-axis is average bounce rate. Everything in the upper right-hand quadrant has a strong (high) cart rate and a strong (low) bounce rate. This chart is segmented to only include e-mail traffic.
While all the arrival page classes for email traffic have a relatively similar bounce rate, they perform very differently for cart rate. The best performing email arrival page class for both bounce rate and cart rate is users who arrive at a product detail page (PDP). Sending more traffic to the PDP from email marketing would be beneficial to the site as a whole.
The Takeaway: HiConversion can help you achieve better insights through multi-metric analysis and specific segments.
Segment 2: Google Paid Search
The x-axis is average cart rate and the y-axis is average bounce rate. Everything in the upper right-hand quadrant has a strong (high) cart rate and a strong (low) bounce rate. This chart is segmented to only include paid Google traffic
Converse to email traffic, we see that Google paid search traffic performs the best when it is directed to the homepage. Funneling visitors to the home page rather than the PDP would improve site performance.
The Takeaway: HiConversion can help you identify stronger ways to convert your traffic into buyers.
Reallocating traffic to better-performing arrival pages based on source is a strong move. Even with the data to back you up, it is still not recommended that you put all of your eggs in one basket – you know as well as I that visitor preferences change over time. However, if even a measly 50% of the total traffic from each source were comprised of a top performer, it could have a significant revenue impact:
This company could have generated nearly $45,000 in additional revenue, simply by redirecting traffic based on arrival page performance.
The Takeaway: HiConversion can help you secure faster revenue growth.
Market Smarter, Not Harder.
Make your boss happy and increase your ROMI without changing any spending patterns. Using data to uncover the most profitable arrival page class by source is a great way to produce additional revenue for the company. You simply need to better leverage the data you already have by connecting it to the right technology to help you market better, stronger, faster.
Built on the premise that visitor behavior is always changing, HiConversion’s Adaptive Optimization Cloud is a SaaS solution built for e-Commerce brands seeking consistent improvement and actionable insights through adaptive customer experience optimization. Our platform uses integrated analytics and artificial intelligence to automatically deliver the optimum user experience, sustainable lift, and digital intelligence, so our clients gain a distinct competitive advantage.