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Business Case

Stop Putting The Cart Before The Horse

There is something flawed about an online advertising model that spends vast amounts of money to drive web traffic without ever thinking about what happens to that traffic once it reaches web pages.

The paradox is that the dollar invested in conversion rate optimization provides 10x higher return then the dollar spent to drive web traffic alone (see: The Business Case for Conversion Rate Optimization ).

Conversion Rate Optimization: ROI

Note: We don’t advocate that you stop spending money to increase web traffic. Instead, we assert that a percentage of your online advertising budget is best spent optimizing your conversion rate to give you the most bang for your buck.
According to Forrester Research, “eCommerce conversion rates continue to hover at 3%, and retailers know that enormous business can be gained by improving that single metric.” (Trends 2009: U.S. Online Retail, Forrester Research, April 29, 2009).

CRO – the best kept secret of online marketing

There are three advantages to approaching marketing with a traffic AND conversion rate mind-set:

Directly measurable ROI. Hiconversion belongs to an exclusive group of software applications that quickly provide an exponentially high and directly measurable Return on Investment (ROI). Measure it for yourself using out-of-the-box reports. Hiconversion shows, in real-time, how much money you are making during the test itself. The tools also estimates the total expected value from the optimized page over its useful life.

Make money even as you test. Unlike the competing multivariate testing (MVT) solutions, Hiconversion adapts to web traffic in real time. After a brief learning period, it lifts conversion rates even as the test is ongoing. As a result, you needn’t fear the temporary dip – and accompanying revenue shrinkage – in conversion rate that often happens with competing solutions.

Understand your customers better. By knowing which marketing ideas work or don’t work, customer preferences are discernible. This strategic knowledge profoundly impacts virtually every business strategy and makes any company more “customer-centric” in the process.

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