Comments on: Follow-through is crucial to higher search conversion rates http://www.digitalsolid.com/2008/03/05/follow-through-is-crucial-to-higher-search-conversion-rates/ Marketing Technology Musings and Tips by Jeff Larche Sat, 17 Sep 2011 02:41:46 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Brian Carter http://www.digitalsolid.com/2008/03/05/follow-through-is-crucial-to-higher-search-conversion-rates/comment-page-1/#comment-4243 Brian Carter Sun, 16 Mar 2008 01:51:00 +0000 http://www.digitalsolid.com/2008/03/05/follow-through-is-crucial-to-higher-search-conversion-rates/#comment-4243 In our experience, we’ ve seen how click to call can increase sales conversions and improve the overall buyer experience, but across the globe we’ re seeing that largely, consumers still prefer to speak over the phone than through their PC. In our experience, we’ ve seen how click to call can increase sales conversions and improve the overall buyer experience, but across the globe we’ re seeing that largely, consumers still prefer to speak over the phone than through their PC.

]]> By: Jeff Larche http://www.digitalsolid.com/2008/03/05/follow-through-is-crucial-to-higher-search-conversion-rates/comment-page-1/#comment-4193 Jeff Larche Tue, 11 Mar 2008 22:34:31 +0000 http://www.digitalsolid.com/2008/03/05/follow-through-is-crucial-to-higher-search-conversion-rates/#comment-4193 I agree, Scott, that it's odd that direct mail doesn't rank higher for customer retention. Especially with catalog marketers and non-profit fund raisers, the mail is still by far the most successful way to keep customers. Also, I appreciate the link to VisualComplexity. I've drawn inspiration (or pulled examples) from than portal more than once. Explaining visually is more important today than ever, since we're all drowning in data. Even eMarketer can use some help. <a href="http://www.digitalsolid.com/2007/12/18/survey-of-marketing-tech-types-finds-roi-strongest-for-search-and-internal-email-tactics/" target="NEW" rel="nofollow">This post</a> from late last year took one of their standard tabular charts (as shown above) and improved its effectiveness by adding differing sized circles to back up the percentages reported. I agree, Scott, that it’s odd that direct mail doesn’t rank higher for customer retention. Especially with catalog marketers and non-profit fund raisers, the mail is still by far the most successful way to keep customers.

Also, I appreciate the link to VisualComplexity. I’ve drawn inspiration (or pulled examples) from than portal more than once. Explaining visually is more important today than ever, since we’re all drowning in data. Even eMarketer can use some help. This post from late last year took one of their standard tabular charts (as shown above) and improved its effectiveness by adding differing sized circles to back up the percentages reported.

]]> By: Scott Brinker http://www.digitalsolid.com/2008/03/05/follow-through-is-crucial-to-higher-search-conversion-rates/comment-page-1/#comment-4130 Scott Brinker Thu, 06 Mar 2008 10:39:53 +0000 http://www.digitalsolid.com/2008/03/05/follow-through-is-crucial-to-higher-search-conversion-rates/#comment-4130 Hi, Jeff. Thanks for the mention in your post! You know, the other funny thing I noticed in that report was the relationship between customer acquisition and customer retention. Maybe it's just my flawed intuition, but as surprised as I was about the ROI dominance of direct mail for customer acquisition, it made more sense to me as a customer retention device. If you receive something in the mail from a company you're already doing business with, it would seem to have an edge. But direct mail was 1 point less for retention than acquisition. Probably just due to the ROI for email marketing to existing customers being so cost-effective, which makes sense. But at first glance these numbers were a bit of a surprise. Great topics on your blog! Noticed that we share an interest in Tufte and visualization. Just recently was exploring <a href="http://www.visualcomplexity.com" rel="nofollow">VisualComplexity.com</a> and wrote a post on it <a href="http://www.chiefmartec.com/2008/02/visualization-i.html" rel="nofollow">here</a>. Hi, Jeff. Thanks for the mention in your post!

You know, the other funny thing I noticed in that report was the relationship between customer acquisition and customer retention. Maybe it’s just my flawed intuition, but as surprised as I was about the ROI dominance of direct mail for customer acquisition, it made more sense to me as a customer retention device. If you receive something in the mail from a company you’re already doing business with, it would seem to have an edge. But direct mail was 1 point less for retention than acquisition. Probably just due to the ROI for email marketing to existing customers being so cost-effective, which makes sense. But at first glance these numbers were a bit of a surprise.

Great topics on your blog! Noticed that we share an interest in Tufte and visualization. Just recently was exploring VisualComplexity.com and wrote a post on it here.

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