Almost any dig­i­tal mar­keter will tell you, increas­ing cus­tomer engage­ment and con­ver­sions are their top pri­or­i­ties.  Yet many of these pro­fes­sion­als have still not tapped all of the oppor­tu­ni­ties avail­able to make this hap­pen on their sites, leav­ing a dis­con­nect between what they say and what they actu­ally do.

Won­der­ing what areas offer some of the great­est oppor­tu­ni­ties for dig­i­tal mar­keters to see the ROI of their efforts? What do they say their pri­or­i­ties are vs. what do they actu­ally spend their mar­ket­ing bud­get on?

Hot off the presses are the results of the Adobe 2012 Dig­i­tal Mar­ket­ing Opti­miza­tion Sur­vey and a cor­re­spond­ing info­graphic (see below) that uncover the top five areas that dig­i­tal mar­keters should focus on to imme­di­ately improve con­ver­sion and return on their mar­ket­ing investments.

Sur­vey responses from more than 1,700 dig­i­tal mar­keters world­wide, span­ning business-to-consumer and business-to-business com­merce com­pa­nies across retail, finance, media, and tech­nol­ogy and con­sumer goods indus­tries, reveal that:

Con­ver­sion Opti­miza­tion needs to be given higher priority.

  • Over 80% of respon­dents allo­cate 15% or less of their mar­ket­ing bud­get to opti­miza­tion efforts – up only 1% from our 2009 survey.

Test­ing con­sumer engage­ment through­out the fun­nel is crit­i­cal to optimization.

  • But more than 50% of the respon­dents cited test­ing was still not a com­pany priority.

The search box is often the most-used area of a website.

  • Yet fewer than 50% of respon­dents are opti­miz­ing on-site search results.

Mar­keters are not tak­ing advan­tage of sim­ple cross-sell or up-sell opportunities.

  • 38% of dig­i­tal mar­keters sur­veyed do not pro­vide any con­tent or prod­uct recommendations.

In the bur­geon­ing areas of video, mobile and social, mar­keters seem to be on the right path:

  • 61% of respon­dents are focus­ing on video in 2012 for help­ing drive conversion.
  • 70% of respon­dents are focus­ing on social shar­ing as a top effec­tive social strategy.
  • The top three mobile strate­gies mar­keters plan to focus on this year are mobile opti­mized sites, mobile apps, and adver­tis­ing pro­mo­tions, includ­ing bar codes and QR codes.

In eval­u­at­ing this year’s responses, the fol­low­ing Top 5 con­ver­sion oppor­tu­ni­ties emerged:

  • Pri­or­i­tize opti­miza­tion across your orga­ni­za­tion as a strate­gic process – demon­strate small con­ver­sion wins to gain sup­port and buy-in for more ongo­ing opti­miza­tion efforts.
  • Use a data-driven approach to opti­miza­tion – lever­age your ana­lyt­ics to bet­ter inform site search results, what con­tent to test and to rec­om­mend and what areas to focus on personalizing.
  • Opti­mize con­ver­sion with video – offer more video con­tent, whether it’s cre­ated in-house or cre­ated by your users. Both for­mats offer vis­i­tors with a way to engage deeper with your brand and become more edu­cated before decid­ing to click, pur­chase or subscribe.
  • Opti­mize social engage­ment — enable con­tent shar­ing func­tion­al­ity within your con­ver­sion fun­nel and test the place­ment and mes­sag­ing of the calls-to-action.
  • Opti­mize for all mobile chan­nels – make sure that your tablet expe­ri­ence is laid out for that par­tic­u­lar audi­ence and the way they pre­fer to shop or con­sume con­tent. Your approach for smart­phone users will also be distinct.

For more on the Adobe 2012 Dig­i­tal Mar­ket­ing Opti­miza­tion Sur­vey, down­load the full report: http://​bit​.ly/​K​S​u​IkT

And do tell — what areas of con­ver­sion opti­miza­tion are you focus­ing on this year?


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