I am attending a conference IMC in Stockholm. A group of approx. well experienced 30 persons discussing Internet marketing topics.
Right now we are listning to EMEA CEO of Omniture. Whats strikes me is:
Companies spend 80 times more on Internet advertising than on site optimization. Meanwhile, most companies have a business purpose with their site, and optimization would most likely increase conversion rates or other metrix with 50% or more. Most advertisers are trying to avoid Media waste. How about spending some energy on how to avoid prospect waste.
Start today:
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Exactly! Fredrik, sharp as always.
A B2B case in real life: we have one case were altered copywriting (we used our own copy-methods, which use decsions makers business pains as central theme) created a lift of over 100% in two dimensions.
Dimension 1: Number of pages viewed. This metric doubled with pain related copy
Dimension 2: Number of forms filled out with ” Contact me for sign up” doubled (!). This translated in into millions for this company…
My point, – relevance pays big time! This time it was the copy writing, but what if you could use Adaptlogic to target right B2B content to decsion maker?