Maximizing the ROI of an online marketing campaign requires companies to invest time and money in conversion efforts to generate more orders or leads from their current traffic. Companies have two options for increasing the profitability of a landing page or a website:
Pay more money to increase traffic to a campaign and hope the laws of statistics will hold true and your conversion rates will remain constant.
Pay for optimization services to increase the number of orders or leads from the current campaign.
The choice is not always easy. The challenge with conversion optimization is the difficulty in estimating the improvement a company can expect as a result of the project. We recommend creating a simple financial model that outlines different possible outcomes based on target conversion improvements. This model can help determine the viability of conversion optimization and set profitability targets for the project. The following case study demonstrates how to create this model.