Media partnerships come and go, and bursts of media ebb and flow, but there’s one constant, and that’s what you’re trying to get consumers to do. Take action.
Invariably, that action is to visit your brand’s biggest asset: the website.
Even ATL (Above The Line) campaigns are driving an action that ultimately leads to the viewer or listener landing on your website.
TV, Radio and Print campaigns usually have a “Search for ‘x’ brand” CTA (Call To Action) at the end of the creative to encourage further interaction with the brand.
Websites aren’t only a part of the digital ecosystem, they’re a part of the entire media ecosystem.
Far too often, advertisers are happy with only the initial outcome of a campaign. Achieving reach targets. Improving awareness and consideration metrics. Driving tonnes of traffic to the website through the activity. All fabulous outcomes and exactly what marketers set out to achieve!
But you need to think about the next step. And that next step is conversion.
Considering Conversion, more specifically Conversion Rate Optimisation (CRO), will elevate your thinking, planning and outcomes for your next media burst.
The next step of your visitor’s journey is equally as important as, if not more important than, the first step that took for them to your site in the first place.
Now you have their attention, capitalise on it.
Connecting the dots between driving traffic and converting traffic is what leads to making not only your media more successful but your entire business more profitable.
Step 1: Understand your visitors’ behaviour
Your website has a goal. There’s a conversion point which can be anything from a newsletter sign-up to an online purchase, or any custom event or micro-conversion you set to measure your website’s effectiveness and capability to drive business outcomes.
Analyse the data to understand what’s right versus what’s got room for improvement, where there are drop-offs because visitors are confused, and what site users like because it meets their needs and intents.
Once you identify these roadblocks, you have your gaps and opportunities. These give you the ammunition to build better website experiences to help visitors and maximise conversion potential.
Step 2: Size doesn’t matter.
There are a range of tools available to help gather and analyse all the data needed to make informed decisions on what should be tested.
Sure, Google, Amazon, eBay, Facebook and the rest of the world’s biggest websites need to constantly test, iterate and improve their experience to drive their business goals. But an owner of a site any size will find be able to find incremental, critical improvements in their website’s conversion performance.
The best thing about investing in the next step, i.e. Conversion, is that it’s channel neutral. The website’s experience and performance are being future-proofed for when media campaigns are not live too, so it continues to perform regardless of bursts or the channels people use to access the site.
On top of that, it will cost a fraction of overall marketing and media budget and can deliver outstanding incremental growth that would have cost millions to achieve through pure media buys.
Step 3: Start asking questions.
Investigate your site’s current performance and identify where there are opportunities to enhance the experience for your visitors.
Discuss with your agency or give us a call.
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