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Website optimisation has a huge impact on offline marketing strategies according to recent survey

Published on December 7, 2012
Tags: Usability, Web Design London

A recent chart by MarketingSherpa surveyed a number of marketers and found that 70% of respondents believe that their online optimisation efforts have made an impact on their offline campaigns or other marketing strategies.

Respondents were encouraged to answer this question so that it could be analysed whether online marketers had any plans to integrate optimisation lessons within their larger marketing plans. Part of this can be that website optimisation gives marketers the opportunity to test elements of value and use these results to isolate products, messages and campaigns that will resonate with their audience.

This then begs the question of why marketers don’t use web optimisation findings to improve their overall results and attain more sales. In fact, data by the 2012 Website Optimisation Benchmark Report found that marketers who had advanced their levels of optimisation within their marketing practices were 57% more likely to take what they had learnt from testing optimisation protocols in offline campaigns and any form of broader messaging.

How online strategies can improve offline sales

This survey is an encouraging sign that website optimisation is the future when it comes to influencing marketing strategies. Any marketers having problems with improving sales offline might need to know how to utilise their web marketing efforts to interpret the results. From this a strategy can then be formed which will ultimately convert to both online and offline sales.

Consider the example of Hewlett Packard and how they combined their offline and online marketing strategies to boost their sales by 2,050%. The computer manufacturer did this by creating a targeted email database and website with content to connect a niche audience and drive sales.

HP faced the challenge of how to better communicate between their IT managers on college campuses and they wanted to convince their target market that HP had the hardware and the expertise necessary to make the IT managers stronger assets to their schools.

By arming the IT managers with as much information about HP’s products both offline and by creating a targeted email database and website, it meant that the HP brand was at the top of their mind when it came to making a purchasing decision.

HP built a database of IT managers by creating a microsite to host content which was specific to each audience, launching a lead-generation campaign involving direct mail which was sent to IT directors and managers. This direct mail encouraged them to visit the InformED microsite they had created and to register to receive the newsletter in return for a free T-shirt.

By enrolling the managers into subscription lists and then continuing to grow and nurture these lists, HP’s 18 month campaign saw 100% higher average revenue per subscriber than their average revenue from higher education customers.

The HP case is a perfect example of how website optimisation can interlink with an offline marketing strategy to have a huge impact on your marketing sales. 

By Chelsey Evans

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