Direct/ Internet Marketing…anomaly?

Working in the vast field of Internet Marketing got me thinking about odd statistics that make sense, but PROVE failure. We can all agree that on an average you are considered a D student/ unsuccessful if you are only correct 60% of the time. That being true does anyone else find it odd that in Direct Marketing you can be a success with a 1% conversion, or capture? I mean…you failed 99 out of 100 times but that campaign will be considered a success. If you found a way to get to 3-4% percent it’s considered an anomaly. I’m not sure if I’m confused by this or just more intrigued. I’ve never been one to set myself up for failure, but working in Direct Marketing, and Internet Marketing (which throws the same success rate at an Email campaign) I see this on a daily basis and it’s just very interesting that people get excited about something that could be considered a failure. I understand that marketing and in the business world, percentages are looked at differently. I’m just wondering who was the one that said, “In class, 90% is true success, but in marketing…well 4% is amazing”. I’d like to meet that guy.

I also find it interesting when I hear people mention the 80/20 rule. My understanding of this is that people assume that 20% of their clients/ employees generate 80% of their business and vise versa. I guess the 80% of your clients/ staff HAVE to be around to motivate the 20% that actually do stuff, otherwise why are they around? I see the connection, if you fire that 80% then you won’t fit into the widely accepted 80/20 rule making you an anomaly. Here’s your exception…Say you have a company of 2 people? Ok…I’m digging there but I just don’t understand the 80/20 totally, and maybe it’s because I’ve always worked hard and I’ve seen the 80%’ers in my companies and can’t stand seeing them get paid the same for not doing anything. As a side note, I suggest that if you look at yourself and make sure you aren’t one of the 80% generating only 20% of the revenue because in these times…you might be out of a job.

Yet another interesting numbers tie in…If I told you I could do something well one out of every three times I tried, you’d probably say I was bad at what I was doing because that’s a 33% success rate. Now what if I told you I was a baseball player? This is when I’d laugh at your opinion while I polished my plaque hanging in the Baseball Hall of Fame. Since Ted Williams not one single baseball player has had success 4/10 times they see the plate. We’ve been close, Chipper Jones the most recent when he won the batting title at a .370 clip…this makes him the best failure of last years baseball season. What is going on?

I think all this does is prove that we definitely employ the opinions of the majority. Which, in turn would make us a Democratic society…but still odd. People say numbers don’t lie, but when we are able to change what the numbers mean, doesn’t that mean that we are making the numbers lie? “You have just entered the Twilight Zone”. Sorry, just thought about those words and I lost focus for a second. But back to topic…I’d like to see what you think about these statistical anomalies? Why is it ok to accept a 1% conversion as alright in direct marketing but really nothing else, is it because someone said “the best we’ll do is get 4 out of every 100 people to take action with this, EVER.”, because I think that if what you are doing is targeted and is actual value you can reach higher percentages. If you are selling something to someone that you KNOW can ease their pain and increase their pleasure, why is 1-4% ok?

That’s all…just thought I’d air that out as some food for thought while you celebrate your Cinco De Mayo…and do yourself a favor and stay away from that swine flu stuff…I’ve heard nasty things.

Landing Pages-Conversion/Sales

Recently I read the book Landing Page Optimization by Tim Ash, great read if you are interested in creating a website that converts, but it got me thinking a bit deeper into my own ideas and examples for landing pages. For most people reading this article, you probably know what you want your website to do, and work non-stop to find new ways to get your visitors to convert (or take one specific action). Conversions can happen in so many different forms it’d be hard for me to even attempt to explain how they differ in the actions you should take on your Landing Page, or mission critical pages. I would; however, like to voice my opinion on some things that could help make your landing page a bit more user friendly (remember, this advice is worth what you pay for it, but in all reasonable ways I believe it makes sense).

When designing your landing page there are a few issues to keep in mind from “jump street”. Issues like; what the end action you want this user to take is, what information you want them to retain when they leave, should you be seeing multiple purchases from this person, would you rather them buy multiple low cost items or one high price item, how can you use this users information to create more revenue in the long term, just to name a few. I think one of the most important things to remember is that if a viewer doesn’t feel comfortable they will not be likely to purchase from you. To remedy the comfort issue you COULD create individual landing pages that will gain their trust based on marketing form (ie. women would feel more comfortable with certain language and images then men would). However when you drill down and need to get your main sites landing page I think it’s ok to assume you are marketing to everyone (within your targeted realm of the internet). So if you are marketing to every person who is in the “market” for your information/ product you might assume that certain issues affect everyone, such as: the economy, the weather, etc.

If looking at how the economy can effect peoples decision making it’s an open and closed case. Right now most of the people out there are going through rough times, either lost their job or are walking on egg shells not to. Comforting them into feeling as though you aren’t going to break their wallet, and that you understand their pains will make them feel like they aren’t the only ones and creating that sense of belonging is very essential to performance. My main message in this section is remind most of you of something you already know, to stress the issue of belonging. If you visited a website and felt out of place, you would be MUCH more likely to leave that webpage and go back to your google search (most likely where they came from) and go to the next advetiser in hopes that this website will see purchasing the way you see it.

My example of weather just fits into the psychology of people. We all realize that marketing isn’t easy and that there are thousands of different forms of media and designs you can use to create comfortable atmosphere for your clients. However, one thing that I’ve seen getting overlooked is seasonal changes. During certain times of the year people are looking for different items. For example, you might want to take that nice jacket off the featured items list come June (if you are marketing to the majority of the US population at least). We can even take that as far as saying that the emails you run, banners your create, and keywords you bid on SHOULD be different judging on the time of year.

In a nutshell I believe that when creating a landing page there needs to be a decent amount of time and effort spent on making the visitor feel like they belong, and when promoting your website try to update based on as many factors as you can as time changes (holidays, weather, economic issues, popular fads, etc.). I think just by using those forms of insight you might be able to add some success to your daily routine because I feel like those two issues sometimes get lost in advertisers trying to sell too much. In times like we are seeing now we have to be very aware of social issues and adapt to the end users, don’t make them adapt to you. Most of these points can be found in different vernacular in the pages of the book I mentioned above, this was simply my blabbing about some things I’ve noticed along side of that information.

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