Targeting and optimisation increases conversion and we have the proof

We asked more than 1,800 digital marketers about their targeting and optimisation strategy and how it impacts their results. Where marketers were using targeted content they saw an increase in conversion, but we also found out that 87% of marketers believe less than half of onsite visitors actually receive targeted content.

We know it works, why aren’t we taking our own advice?

53% of marketers told us they spend less than 5% of budgets on optimisation. Although this is an increase from 2012 (48%) it still shows that optimisation is not a top priority for a large group of marketers. In Europe we are doing better, with the results showing 27% companies allocating 5% or less to optimisation.

 

What percentage of your total marketing budget is allocated to optimisation  activities (including agency fees, professional services, technology)? Adobe 2013 Digital Marketing Optimization Survey Results, 2013

What percentage of your total marketing budget is allocated to optimisation activities (including agency fees, professional services, technology)? Adobe 2013 Digital Marketing Optimization Survey Results, 2013

Even testing – a core part of optimisation – isn’t seen as a priority according to 46% of European marketers. What’s more, over half (51%) of companies surveyed rely on only one person to decide what content is displayed on their sites and marketing materials – how can one person know what hundreds (or thousands) of unique visitors want?

Last year, Econsultancy asked, “Will 2013 be the year of conversion optimisation?”. The evidence shows us that the companies investing in optimisation and testing have a competitive advantage, something we are all looking for. So let’s step it up and give the consumers what they want – personalised, targeted experiences – and what we want, more conversions.

Check out the full results here, and tell us below, how much of a priority optimisation and testing is for your organisation?

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Posted in Digital Marketing, Testing & Targeting
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