Investing in Adwords and online advertising can result in throwing money if your conversion rate is not optimized. For example, if we have a conversation rate of 200 to 1 (one sale or goal fulfilled every 200 visits) and a competitor has a conversion rate of 100 to 1, we will have to pay twice as much in advertising to obtain the same result. Since online advertising works under fair auction, this will cause us either to lose money or to displace competitors and our budget won’t be spent.

“Even paying the same as a competitor, he would be earning twice as much as us”

Once we optimize the conversion rate, we will obtain a competitive advantage and profitability on advertising investment (ROI), which will allow us that advertising isn’t an expense, but always an investment. This brings a know-how that will make our business grow and move on the internet like a fish in the water. Fortunately, most websites don’t have enough experience in this field, which generates an opportunity for those who do it correctly.

The conversion rate measures the percentage of users who meet the objectives. For example, who buy, fill out a budget request, download the catalog.

Amazon have one of the best conversion rates, 14%. An e-Commerce webshop usually has a conversion rate of 1%. It depends on each sector and we must compare ours with our competition.

Once we know the conversion rate, the next step is to optimize it using CRO (Conversion Rate Optimization) techniques through the analysis of the best practices and modifications on the site (design, usability, user experience, etc). Once we have optimized our conversion rate, we are prepared to invest in attracting more traffic in a profitable and efficient way, thus reducing the opportunity cost.

If all these questions seems interesting to you, you can integrate our team into your business. They will create an information system, based on Business Intelligence. They will report to the marketing director or CEO in periodic meetings with reports of the scorecard with the monthly achievement of objectives, analysis of deviations, diagnosis and proposing concrete and measurable actions, which are always oriented to work for the objectives of your business.

Through long tail SEO strategies, Growth Hacking can increase your organic traffic as well by capitalizing it and increase the objectives and income of your site. An analysis or consultancy can provide you with the different ways to achieve it. Here we leave a link to a case of one of our e-Commerce customers that multiplied 6x organic traffic via SEO Long Tail in just one week.

We define a measurement plan based on the objectives of the project, gathered in the briefing with the client.

The objectives are measured through KPIs. Macro conversations are defined as those that lead us to primary objectives (a sale, a download, a budget request). Micro conversations such as those that assist in macro conversations (registration of a user, recommendation in social networks, download the company dossier).

Once the measurement plan is defined, it is implemented onto the website, apps and social networks.

A scorecard integrated with your measurement plan provides business intelligence with the information to optimize advertising investment in campaigns that maximize profit. We design it for each client segmenting by means, devices, target and time slots. In this way we maximize the ROAI (return on advertising investment).