It’s not always about traffic.
When your company’s digital marketing ROI plummets… It’s easy to jump to the conclusion that it’s a traffic problem.
“More traffic = more leads = more sales”
So… You buy more traffic.
But what if the problem isn’t about getting more website visitors?
If traffic isn’t your problem, then spending more money on getting it is just going to further diminish your ROI.
I want you to look at the problem from a different vantage point for a moment. Instead of focusing on increasing traffic, try and look at decreasing cost-per-acquisition – or ‘cost optimisation’ as I like to call it.
Optimising cost is relatively easy and it doesn’t require a great deal of analysis and expertise.
Here are 5 cost-optimisation strategies that will help increase your digital marketing ROI:
1. Optimise mobile user experience to improve conversion rates
If you are targeting mobile devices as part of your digital advertising strategy and haven’t received many (or any) conversions in the last 3 months – you should stop spending money until your mobile site is optimised for conversion.
Now you’re probably thinking: “But my site IS mobile-friendly”.
Unfortunately, even if your site does render correctly in a mobile browser and look good, it doesn’t guarantee a high conversion rate.
The overall user experience should be the key consideration when testing your site and … Read More >>