Top rankings and increased media spend efficiency are great wins, but when we think about top-level strategy and goals for our clients, we’re looking at the big picture. Where do you see your business in 12-36 months? What top and bottom line goals are we aligning to achieve together? Then, as we cycle through the SCORE process, we revisit our short-term wins versus our long-term goals. After all, you only hit the targets that you aim at.
With our clients looking not just for efficiency but for growth, identifying new revenue opportunities is an integral part of this growth process. Our DNA, however, isn’t built on throwing money at the problem. Instead, we tap into our collective resources and data, cherry-pick the potential growth opportunities that will have the maximum “move the needle” impact, and execute plans quickly and decisively.
We test new opportunities liberally but optimize aggressively; it is this methodology that allows us to leverage the winners while trimming the losers in as close to real time as possible. The power of small compounded improvements is a game-changer and one that we embrace with all of our abilities. A landing page with a 5% conversion rate where we are able to make successive changes that eke out just one more result out of 100 gives a 60% boost in total results. Put differently, that’s a savings of 60% of ad spend to yield exactly the same results.
There is no such thing as a perfect ad, a perfectly-optimized landing page, or a “most compelling” headline; there are only pieces of media that are “not as bad as others.” It is embracing this seemingly glass half-empty worldview that drives us to endlessly theorize, test, and repeat. If ad A decisively outperforms ad B, that result only paves the way for us to test and find that ad C that will outperform both. And this cycle truly never ends.
We joke at Wpromote that if you take too long of a vacation, you’ll return only to find that everything you knew is now wrong. We have both the privilege and curse of working in a constantly evolving, growing, changing marketplace, one where the rules are created only to be broken. The places people spend their online time, the way that they consume information, and even the devices in their pockets and on their desks all drive these changes. Rather then cower from these unknowns, at Wpromote we embrace them, and unfailingly search to treat these as opportunities to help our clients exceed their goals.
Ready to find out your SCORE? By looking at thousands of factors, we have developed a unique methodology to give your website its Ecommerce score. Find out how you compare to your peers and the rest of the Internet Retailer Top 500 Today!