increase conversion rates I have never met a marketing manager or business proprietor who did not want to reduce marketing costs or increase the return on the dollars being spent. With that in mind, I will start the year with my first 10 THOUGHTS on how to maximise return on investment in marketing expenditure. This […]

increase conversion rates I have never met a marketing manager or business proprietor who did not want to reduce marketing costs or increase the return on the dollars being spent. With that in mind, I will start the year with my first 10 THOUGHTS on how to maximise return on investment in marketing expenditure. This is the fifth. Some years ago, when I was in advertising, I was contacted by a client who wanted to embark on a new and substantial advertising campaign to stem a decline in sales. Instead of accepting his analysis, I reviewed the relevant statistics and was able to demonstrate that there was no need for a new advertising campaign. As it happened, enquiry rates were up and conversion rates were down. Advertising would, of course, have no impact on conversion rates. We fixed the conversion rates – at a cost much lower than the proposed…