Many companies are literally flushing down marketing money since their web sites are not optimized to increase the relevance or the engagement with the visitor when he/she hits the site from a paid source. Reduced bounce rate and increased conversion rates is defiantly something companies will see when they start focusing more on optimizing “on-site” activates linked to a certain marketing creative or channel. By enforcing the message of a specific product/service can really help drive conversions, simply by delivering a consistent message on key site areas that the visitor responded too in the first place. The end result will of course be more effective marketing campaigns and greater overall ROI.

Segmenting visitors and targeting content based on existing relationship with a customer or what you know about them will also make the visitor journey more relevant and personalized. Grouping visitors based on source, behaviour, location, time of day, etc. can really make a big difference not to mention using demographics and type of customer information.

Content will continue to be king and queen, without content nothing of this would be possible

Cheers,
B

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