Conversion rate optimization

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Conversion Rate Optimization seeks to increase the percentage of website visitors that take a specific action (often submitting a web form, making a purchase, signing up for a trial, etc.) by methodically testing alternate versions of a page or process. In doing so, businesses are able to generate more leads or sales without investing more money on website traffic, hence increasing their marketing return on investment and overall profitability.

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Briefs explaining the fundementals
of basic digital marketing elements


When you type a keyword into Google, two types of results come up: paid and unpaid. Unpaid search results rely on algorithms that determine the relevancy of your website compared to the search terms. Where you land on these unpaid search results depends on search engine optimization (SEO). Solid SEO can determine how high up you appear in the search results, often called your page rank.


When your website's SEO doesn't lead to a high page rank, pay per click (PPC) advertising can get your site above the fold. Just be careful. PPC campaigns can burn through a ton of cash and generate a negative ROI unless you know what you're doing. Also keep in mind that success will require that you leverage both SEO and PPC efforts to lower click costs and increase page rank by having both channels work in sync.


Facebook, Twitter, LinkedIn, and YouTube, are the type of marketing tools that can reach millions of your target market. For example, if you are'nt advertising on Facebook, at minimum you need to set up a corporate profile page that engages with current and potential customers. To use these tools to their full advantage, you need to understand the demographics and mind sets of each of the major social media channels. Choosing the correct strategy for each channel matters since social campaigns used incorrectly can create a backlash.


Performance-based marketing comes with few risks at a low cost since companies only pay out if a desired action is met. Success, however, requires that companies hire an experienced affiliate manager to manage their program and to create a positive experience for you and your affiliates. Without proper management, performance-based marketing can dilute your brand, misrepresent your products, not perform at all or override other marketing efforts entirely.


The recession and its economic challenges change the way people buy. Customers look for the lowest possible price, daily deals, coupons, and any other potential savings. People also have less time to shop around. Shopping search engines like, Google Product Search, and remain popular picks for buyers who want to simplify their shopping experience. With one click, potential customers can see all the merchants who sell the desired product filtered by tags such as price, rating, description, and image in one convenient location.


Mobile marketing has made its breakthrough. Millions of smartphone users are clamoring to get the best applications and mobile technologies available. Huge opportunities await the companies that understand the potential of affordable mobile stores, advanced applications, and wide-spread usage. Even banks now understand the power of mobile. You can set yourself apart from your competitors by getting brand into the hands of your biggest fans.


Billions of people share and view original videos at YouTube, Founded in 2005, YouTube stands as the third highest ranked search engine in the world, after Google and Facebook. YouTube's serious sticking power comes with the benefit of being free. But how do you create that one video that goes viral? What elements do you need to take your video from 100 views to 10 million views? This question gets asked by marketers every day and companies spend hundreds of thousands, if not millions trying to master the medium. Despite the challenges, you can't ignore video.


When integrated with emerging marketing channels such as social media, email appears to have unlimited potential especially when combined with multiple improvement tactics now available through various sources. As one of the most simple, effective, and sometimes overlooked marketing channels, email marketing is inexpensive, highly lucrative, and does a great job of solidifying brand loyalty for current customers

Periodic Communication

84 percent of journalists like to get pitched via email. In addition to email, these journalists also use Facebook (79 percent), LinkedIn (64 percent), and Twitter (58 percent) to search out potential stories. Beyond full-time journalists, a few million bloggers also want good stories to publish. Taking the time to create and distribute press releases and articles can help promote your business through these channels, both online and offline.

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