Scott King, Dig­i­tal Opti­mi­sa­tion Con­sul­tant, Adobe APAC – LinkedIn


adobeFor most busi­nesses these days their web­site is a pri­mary and sig­nif­i­cant sales tool respon­si­ble for a large per­cent­age of busi­ness rev­enue. It is the online dig­i­tal sales per­son of the busi­ness and it inter­acts with more cus­tomers each day then the best human sales per­son could ever hope.

Yet the vast major­ity of busi­nesses oper­ate with an online sales tool that is com­pletely obliv­i­ous when it comes to this inter­ac­tion – mak­ing it the biggest Sales Zero in the business!

Dig­i­tal Opti­mi­sa­tion is the prac­tice of turn­ing your busi­nesses’ most crit­i­cal sales chan­nel – your web­site – from a sales zero to vision­ary sales hero. It does this by infus­ing sophis­ti­cated arti­fi­cial intel­li­gence and lever­ag­ing hard data and insights to respond to an indi­vid­ual users’ char­ac­ter­is­tics. Busi­nesses that run even basic opti­mi­sa­tion pro­grams enjoy 10–30+% gains in online sales activ­ity and dig­i­tal expen­di­ture. The data and insight can be uti­lized to mea­sure lift and return in invest­ment from online expen­di­ture in real world dol­lar amounts.

Opti­mi­sa­tion spans two dis­tinct yet inti­mately related dis­ci­plines: test­ing and tar­get­ing. Test­ing is the process of under­stand­ing user behav­ior. This is achieved by mon­i­tor­ing the per­for­mance of dif­fer­ent vari­a­tions of con­tent against dif­fer­ent groups of users. By quan­ti­fy­ing just how well a vari­a­tion of the ‘default’ expe­ri­ence per­forms, you begin to answer the fun­da­men­tal yet crit­i­cal busi­ness ques­tions: How effec­tive is my dig­i­tal mar­ket­ing at a gran­u­lar level? What is the return on invest­ment from the dig­i­tal mar­ket­ing expen­di­ture on this par­tic­u­lar cam­paign or chan­nel? What are the most valu­able user groups or ‘seg­ments’, what are the least valu­able, and how can we close the gap between them? Most impor­tantly, how can we cre­ate a bet­ter expe­ri­ence for our customers?

There is no such thing as bad test. Thomas Edi­son, the inven­tor of the light globe famously said when he was test­ing dif­fer­ent ver­sions of his light globe, “I have not failed. I’ve just found 10,000 ways that won’t work.” Even neg­a­tive lift or under­per­form­ing expe­ri­ences teach us some­thing: they teach us what not to do. I always say that this is just as impor­tant, if not more so, then under­tak­ing what actu­ally works.

Tar­get­ing is the process of respond­ing to that under­stand­ing; to deliver the right con­tent, pro­mo­tions, and expe­ri­ences to the right seg­ments at the right time. It is about con­nect­ing the user with the con­tent he or she wants to con­sume, when they want to con­sume it.

Opti­mi­sa­tion should be key to any busi­ness con­duct­ing online mar­ket­ing. An inte­grated con­tin­u­ous opti­mi­sa­tion pro­gram allows busi­nesses to utilise hard data to under­stand how vis­i­tors (prospects!) react to dif­fer­ent mar­ket­ing cam­paigns, pro­mo­tions and expe­ri­ences and use that data to deliver tar­geted and mean­ing­ful content.

This opti­mised vis­i­tor expe­ri­ence vastly increases the like­li­hood of a vis­i­tor per­form­ing an action that is valu­able to a busi­ness such as a sale, a sign-up or a lead generation.

Opti­mi­sa­tion can pro­vide unprece­dented insight into user behav­ior. Dif­fer­ent users and groups will respond com­pletely dif­fer­ently to one pro­mo­tion then another. Some peo­ple like green. Some peo­ple pre­fer blue. Some peo­ple want to research your prod­uct before they pur­chase. Some just want to buy and then go to lunch early.

The data pro­vided by opti­mi­sa­tion pro­grams can pro­vide valu­able and some­times sur­pris­ing infor­ma­tion about your cus­tomers pur­chas­ing behav­iors. This new-found under­stand­ing can pro­vide a wealth of infor­ma­tion about which cam­paigns are effec­tive, which prod­ucts are pop­u­lar with who, and which clients are inter­ested in cer­tain services.

Smart opti­mi­sa­tion organ­i­sa­tions can make informed deci­sions about dig­i­tal mar­ket­ing bud­get allo­ca­tion and cam­paign pri­or­i­ti­za­tion cre­at­ing strate­gic, effec­tive long and short term tac­ti­cal pro­grams for all dig­i­tal mar­ket­ing efforts.