Conversion rate optimization for executives

PPC search advertising. Web analytics. Landing page optimization.

For many organizations, these responsibilities are still considered “in the weeds.” And that’s a terrible shame tremendous opportunity.

There are a lot of excuses reasons for that: it was a originally a small part of a company’s overall marketing mission, the tools used to be particularly crude and low-level, the implementation details required a certain level of specific training (e.g., AdWords certified), etc.

But the world has changed a lot in five years.

Online marketing is no longer an adjunct channel. For many businesses it is now the primary channel to their market. It’s unfortunate in some cases that those businesses haven’t necessarily realized it yet.

As we approach 2010 — a nice number by which to mark a significant change in an industry — it’s time for management and the executive level of organizations to embrace search, social, and post-click marketing as a bedrock of their marketing strategy and core operational capabilities.

The era of agile marketing is upon us:

• test everything
• test quickly and safely
• quantify performance
• analyze by segment
• embrace microsegmentation
• react faster to threats and opportunities

Landing pages — with rapid testing and behavioral segmentation features — are an incredible tool to wield in this new era.

The details of execution may still be in the weeds. But the strategic ways in which these efforts are deployed and measured needs to be integrated into a company’s leadership and management gestalt.

I wrote a bit about this last week in what the CEO needs to know about search marketing, and in a couple of days I’ll be giving a presentation at Pubcon based on the 7 levels of landing page optimization. I want to give people some concrete examples of how to elevate post-click marketing tools and techniques into higher-level strategic and tactical advantage.

Here’s a sneak preview of my presentation:

Conversion Rate Optimization for Managers

View more presentations from ioninteractive.

I’d love any questions or comments you have — and if you’re at the conference, please do come by our session on Thursday afternoon.