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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