1st inning: What does it take to optimize in the Big Leagues?
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:
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!