Top Digital Marketers Share 5 Secrets to Conversion

The top 20% of digital marketers have conversion rates almost twice the average 2.6%, according to Adobe's 2014 Digital Marketing Optimization Survey. How do they do it? As reported by Direct Marketing News, Adobe identified five common traits of the elite digital practitioners. First, they do more testing, with over 70% of champion converters testing, compared to only 46% of the field. Second, they spend more; 60% of respondents in the top 20% said they devoted more than 5% of their budgets to optimization activities, versus just 39% of the rest surveyed. Third, they target content, with 83% in the top 20% using automation to make content decisions, for example. Fourth, they "democratize" marketing, meaning they are 88% more likely to involve other departments in testing efforts, and that approach helped lift conversion to 4.3% instead of the 2.6% average. Fifth, those with the best digital conversion rates make mobile a key part of their strategy, with more than four-fifths of top converters describing mobile as important to cross-channel marketing success, as opposed to two-thirds of the rest of the survey. Of course, the devil's in the details; for more, read the DM News report at http://www.dmnews.com/top-20-percent-is-twice-as-good-at-converting-as-the-rest/article/378105/