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Customer Acquisition
Customer Acquisition
This is what it's all about...conversions, leads, sales and new business! Developing an internet marketing plan and designing a great website is not good enough. Few understand that the target is always moving. This is why measuring the results and making the changes to the internet marketing and website design based upon the positive and negative feedback of the visitor's response is imperative. Spectrum applies A/B testing and multivariate testing to measure the effectiveness and positively grow the conversions of your results. While developing the internet marketing strategy, we developed the conversion return on investment baseline needed to make our decisions:
- Value of a visitor
- Value of a lead
- Value of a sale
- Number of leads needed to make a sale
- Number of visitors to make an e-commerce sale
- Lead Generation - Not all leads are good leads. It is important that we are growing the quantity of good quality leads over time. Spectrum will be communicating with your sales and marketing team to identify what is working and what is not.
- E-commerce - Some of the most successful e-commerce websites such as Amazon and Overstock are constantly evolving. Spectrum will handle your e-commerce website using a similar approach. Spectrum will measure the visitor behaviors and conversions; then Spectrum applies testing to increase sales.
- A/B Testing - According to Google, "an A/B experiment allows you to test the performance of two (or more!) entirely different versions of a page. Start with your original test page -- the page whose content you want to test -- then create alternate versions of that page. You can change the content of a page, alter the look and feel, or move around the layout of your alternate pages -- whatever you choose. We'll vary traffic to your original page and your alternate versions, to see what users respond to best."
- Multivariate Testing - According to Google, "Multivariate testing is a method of experimentation that allows you to test multiple variables simultaneously. For example, using multivariate testing, you could identify the headline, image, and promo text on a page as your page sections, and then create three different variations for each one. When the experiment was running on your page, a user might see Headline A, Image B, and Promo Text C all together, or Headline B, Image C, and Promo Text A."
- Google Website Optimizer - Google website optimizer is the primary tool Spectrum uses to apply A/B testing and multivariate testing. Spectrum strongly believes that it's essential to grow conversion of your website, and you must so do using the feedback of your visitor's response.