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Buoyancy Digital - Digital Media Buyer

Conversion Optimization at Buoyancy Digital

Let’s Fix your Conversion Process and Web Site Output

We are pleased to announce the availability of high level marketing infrastructure & operational support services. Our operations chief Becky brings over 20 years of proven talents with optimizing the digital end user experience to drive sales. She was a co-founder at ARS, one of the first and largest subscription content eCommerce site portfolios & affiliate networks online.

Becky and the Buoyancy Digital team will strategize and build optimized digital marketing infrastructure that blends content with user intelligence, personalization and automation to develop & nurture relationships via digital communication channels until they become profitable.

This offering is agnostic of how the client is sourcing their digital visitors, as well as their specific eCommerce business models & product/service offerings, markets served, etc.  For tangible deliverables, they  break down into these buckets:

  1. Website design or redesign, guided by the client’s existing marketing goals and sales processes.

    This includes assessment of current website setup and associated technology & service provider integrations, with a comparison to company goals.

    Proposed integrations & changes to sites, systems or landing pages for clients will allow for major client gains in the following areas: improved data and actionable intelligence gathering; greater use of personalization in all client digital touchpoints; expanded use of marketing automation tools, systems and strategy; implementation and/or deployment of conversational interfaces are also included as necessary, to help brands better develop one-to-one relationships with all website & social media page visitors, regardless of which marketing channel drove the user, and thus improve the lifetime value of your customer relationships.

  2. Paid media campaign augmentation: includes assessment, optimization or fresh creation of landing pages (designed to convert on your campaign objectives) integrated with a CRM (customer relationship management) platform to collect intelligence that your company can act on today to improve site output.

    Proposal and implementation of CTA (call to action) supporting mechanisms: dependent on campaign objectives (lead collection, point of sale, click to call, etc.).  It includes bespoke marketing tech stack to measure and optimize campaigns.

    Automated relationship nurturing to move users closer to finding value worth paying for whatever you are selling.

  3. Funnel implementation: translate the sales process to well designed user experiences that create and build the necessary relationships to convert causal visitors into customers.

    Funnel steps and transitions are guided by company sales process, strategies, and goals.

  4. Digital relationship management:  using communication channels such as email and messenger services to nurture relationships, and thus increase client engagement, CTR, & to meet and exceed sales/revenue objectives from your existing client base, across all channels of communication.

Talk to us. We’ve built, managed and/or improved upon site performance for clients across the Internet since it’s commercial inception in the 1990’s. We are no-bull, get into the weeds operators with over 60 years experience in the field. We can recommend, implement, optimize and report on the success of conversion and customer engagement solutions tailored to your specific brand situation and driven by data & experience.

For more information, contact us online or write Becky via convmar@bdllc.org

Looking to boost revenue and sales for your retail business? Come join local agency Buoyancy Digital for a Google Partners Livestream on June 20 at the @EpiCentral office in Colorado Springs.

Register now at https://partnersconnect.withgoogle.com/event/buoyancy-digital-llc

We are a Google AdWords accredited agency with over 60 years of combined experience in digital marketing, SEM, eCommerce operations, SEO & affiliate & influencer program management.

Very honored to share that our founder has received the IAB Digital Media Sales Certification for sellers and publisher professionals. I highly recommend this program for any digital sales pros who seek to gauge their overall digital media knowledge in support of their clients.

IAB DMSC for Scott Rabinowitz

Digital Media Attribution

The Attribution Question

Like many of you, I look at traffic and conversion reports every day for various ad campaigns from different digital traffic sources for various advertised offers.

Accordingly, the ads placed, whether SEM/paid search, display, social, or otherwise get optimized both manually and systematically on a regular basis to extract the best possible results.

There are typically target CPA or ROAS goals baked into every campaign purchased, with pixels, tracking URL’s, cookies and various other technical methodologies to generate reports showing tangible results which validate success or show where improvements can be made….or both.

Simple enough, right? Attribution for digital media buys in your bag of marketing tricks (aka layers of the funnel) comes down to assigning credit where credit is due, in terms of which impressions, clicks and resulting actions such as sales conversions were generated by which ad/source/campaign/ad creative used/audience/platform/media vendor, and even by which person or agency handles that conversion generating media buy for you.

But, I have to say it, this notion of attribution and some of the existing standard practices related to measurement, is a very subjective piece of the science of cost accountable digital media. Especially now, in an era where attribution judgments (did the campaign work? Was it profitable?) are being made by media buyers with ad sources driving view throughs, a measured event viewing of ads, such as display & video ads, but which did not yield a click/conversion immediately, yet did so within a defined window of time afterwards).

Here is a (very common) scenario and thus my beef with how the digital media industry standards for this can be biased: a user who visited your eCommerce site on Monday but does not convert, then sees (views) one of your retargeted display ads on a major news site on Tuesday, creating the view through which can be attributed to the retargeting campaign, yet does not click through and visit your eCommerce site or take any other actions at that moment. The same user ultimately comes back to your site and converts to sale on Thursday (always a beautiful thing if profitable), two days later. Many retargeting colleagues have said that this view through on Tuesday from the retargeting campaign should get the attribution credit for the sale.

But…between that Tuesday view through and a purchase completed on Thursday by that user, was that user exposed to any other media/campaigns related to your site, brand or product, whether the additional media or ads were earned, owned or paid for? Perhaps the user eyeballed some information elsewhere in the vastness of the Web and Social networking about your brand, your product lines, specific products, etc? Maybe you got unexpected and positive news coverage on Wednesday that impacted the user’s viewpoint?

Further, how about the cloud or CDN network enhancements that kicked in in this scenario Tuesday night or Wednesday, which made the UX on your site on Thursday faster, better or otherwise more enjoyable for your user to complete the purchase.

Did one of your brilliant design artisans adjust the shade of blue in the background on the product page that this user saw, between visit 2 and visit 3 to the site?

Perhaps your merchandisers tweaked the category and PDP (product) pages a bit to reflect more product information than had been previously known, or added a product bundle for purchase which made our user want to convert even more on their Thursday visit.

Why do these variables matter for trying to cost account the success of a given digital ad buy or campaign? Plain and simple. If we are to be truly transparent and even holistic in approach to understanding true cost of a customer acquisition from digital media campaigns, then we need to get real in terms of factoring in the wide range of other elements, changes, nuances or events which impacted that user’s behavior, aka customer/consumer journey.

I believe strongly that digital media attribution standards should allow for shared credit, perhaps via a points system or some other method that a great mathematician can help devise. Not just shared credit among the 3-5 digital media sources and ads potentially seen by the user before they converted to sale, but also shared credit for site or vendor-internal changes made during the user’s view through window after their first ad exposure on Monday which may not always get accounted for, unless they were part of an intentional A/B test.

Even the subtlest events which could impact the user from Monday’s visit to your site turning into a conversion on Thursday deserve credit for their part in the process of making a sale happen; adopting at least some elements of this view can allow all of us involved in the digital media and eCommerce ecosystem to have ultimate transparency with factoring how much it really cost to generate the conversion as well as deeper understanding of what actually caused the conversion to happen.

Rant completed. Have a great weekend!

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