Conversion Rate Optimisation

Which of your digital marketing channels assist most in conversions?

Attribution modelling, multi-channel funnels, customer journey mapping… it’s all very hot at the moment.

As part of my preparation for a talk I’m giving this Wednesday I had a look at Econsultancy.com’s own data for how different digital marketing channels contributed to conversions.

I was interested by what I found so wanted to share it here to see what others are learning. 

Site search and merchandising: seven key takeaways from Digital Cream

Last week at the Emirates Stadium in London, Econsultancy’s Digital Cream event invited client-side Marketers to learn from their peers across a breadth of topics, from Customer Experience, Conversion Rate Optimisation to Social Media Monitoring.

I was pleased to moderate the Site Search & Merchandising roundtable, sponsored by SLI Systems. The roundtable was in the form of three in-depth peer-led discussions regarding the issues most faced by marketers regarding site search.

Attending the roundtables were a mix of companies, most importantly, not just those with a traditional e-commerce arm.

This meant that the conversation had to be abstracted to cover several different types of content; not just product, but Guides & Help, Technical Specifications and Entertainment & Video.

However, what these companies had in common was the concept of using content to aid conversion. Several attendees from content-driven & entertainment sites had complex attribution models to link conversion back to the content viewed.