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Optimizing conversion and the need of integration

Optimizing conversion of online marketing touchpoints and interactions usually happens by measuring and improving several elements. Testing, measuring, improving is a continuous process, which relates to all parts of the various online marketing activities.

The conversion is often regarded as the sum of all micro-conversions. In search engine optimization for instance, we look at the keywords, the call-to-action, the landing pages, and so forth. While with email marketing, we focus more on elements like the subject line, the content, yet again the landing page, etc.

In the end, the analysis of conversion paths and conversion rate optimization as such is most of all a matter of defining Key Performance Indicators and looking at the conversion in regards to the entire customer journey.

Therefore, it’s a continuous process, centered on segmenting, testing, and the business goals. These business goals are achieved when the conversion is optimal in all of the micro-elements. And usually, every micro-conversion depends on the value and relevance that is being offered to the (future) customer.We still see a lot of interactive marketers working almost independent from each other on the optimization of their marketing specialty.

A holistic practice that requires management support

The webmaster, the manager of the e-commerce shop, the e-mail marketer, the search engine marketing specialist, etc.: they work in different silos, so to speak, with very little integration.

Conversion is most of all a holistic practice, which has to take place over all marketing disciplines. And that’s often where it goes wrong.

Conversion can only be successful if various people, departments, and technologies are integrated, and comparable metrics are being used.

A conversion strategy as well as a structured approach is crucial. All digital marketing platforms that are put to use, like CRM, content management system, web analytics, social media management, and email marketing, have to work together.

This systematic, structured approach of the conversion strategy must come from the management. It’s up to the managers to come up with a strategy in which all different disciplines and activities are being combined into one big strategy.

Then, they’ll have to put this strategy to use with the ultimate business goals kept in mind, in cooperation with all of the teams.
The guideline must always be the sales and the customer satisfaction.

Conversion is a strategic function, which raises the question whether or not it’s time to introduce a “conversion manager” if your business does not have one yet, in and beyond marketing.

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