In order for tar­get­ing and opti­miza­tion to really work for your com­pany and gen­er­ate rev­enue, you can’t play in the minor leagues. Using basic, lim­ited tar­get­ing tools is not a good strat­egy, because you’ll never real­ize the full poten­tial of your efforts.

So what is “major league opti­miza­tion”? What does it involve? How do you get out of the minors, and once you’re in the big leagues, how do you play? Once in the game, what sep­a­rates those who are truly All-Stars from the rest?

First, you need the right pitches, and only a sophis­ti­cated tar­get­ing solu­tion can deliver.

Sec­ond, you need to sus­tain a good bat­ting aver­age. Con­ver­sion rates—the pro­por­tion of peo­ple that take action based on your dig­i­tal mar­ket­ing efforts—are the most impor­tant mea­sure­ment of suc­cess, because that’s what dri­ves your revenue.

The 2013 Adobe Dig­i­tal Mark­ing Opti­miza­tion sur­vey results were released in April, and since then we’ve been ana­lyz­ing the data deeper to learn more about trends in how com­pa­nies are approach­ing tar­get­ing and the results they’re achiev­ing. To help you visu­al­ize the results, we’ve designed an info­graphic to high­light how the fac­tors listed below impact con­ver­sion rates. Here are some of our findings:

2013-optimization-survey_final_1000px

Invest­ing in (and bud­get­ing for) sophis­ti­cated opti­miza­tion tools pays off. Com­pa­nies that invest more in opti­miza­tion have higher con­ver­sion rates.

Com­pa­nies that tar­get a higher per­cent­age of online vis­i­tors have higher con­ver­sion. This might seem like a no-brainer, but it’s impor­tant to remember—and our data con­firms it.

Automat­ing the per­son­al­iza­tion of con­tent based on users’ pro­file or behav­ior over time yields much higher con­ver­sion. Many lim­ited tar­get­ing tools do not have this capability.

Test­ing out­comes and pit­ting algo­rithms against each other improves opti­miza­tion effec­tive­ness. The higher pri­or­ity com­pa­nies put on test­ing, the higher the con­ver­sion rates.

Mature tar­get­ing pro­grams gen­er­ate bet­ter results. Processes mat­ter, and allow­ing mul­ti­ple depart­ments of have input into the test­ing process increases the like­li­hood of suc­cess. Com­pa­nies that take time to develop the tac­tics we’ve men­tioned above—automation, test­ing, and tar­get­ing the high­est pos­si­ble per­cent­age of visitors—have the high­est con­ver­sion rates.

Cus­tomers react pos­i­tively to personalization—if it’s done cor­rectly. Peo­ple are get­ting used to being pre­sented with per­son­al­ized con­tent dur­ing their web­site vis­its, and in some cases, they’re com­ing to expect it. Give them rel­e­vant choices, and it’s a win-win.

It’s no acci­dent that Adobe Tar­get cus­tomers are All Stars com­pared to sur­vey respon­dents using other tar­get­ing tools. First of all, they’re able to tar­get more cus­tomers: 44% of Adobe cus­tomers noted they tar­get over 20% of the con­tent on their site, while only 34% of non-Adobe cus­tomers report being able to tar­get this level of con­tent. The rea­son our cus­tomers can tar­get more con­tent is that they are twice as likely as non-Adobe cus­tomers to use an auto­mated approach to targeting.

Addi­tion­ally, Adobe Tar­get cus­tomers are twice as likely as non-Adobe cus­tomers (40% vs. 20%) to auto­mate the per­son­al­iza­tion of con­tent to site vis­i­tors based on their pro­file or behav­ior to enable more effi­cient personalization.

Adobe cus­tomers are also more than twice as likely to allow input from mul­ti­ple depart­ments into the test­ing process (14% vs. 6%). Clearly, there is some­thing about our approach that facil­i­tates the com­mu­ni­ca­tion of results and/or the democ­ra­ti­za­tion of test­ing bet­ter than other approaches.

Only Adobe Tar­get can deliver on all the “pitches” you need to play in the big leagues. Review our info­graphic, then down­load the 2013 Adobe Mar­ket­ing Opti­miza­tion Sur­vey Report and view our 2013 Top Tar­get­ing Tips paper to improve your game and opti­mize to win!

 

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