In Scott’s recent blog post, 100% of the People Who Visit Your Landing Page, he talks about how the intersection of experience and value is crucial for marketers building landing pages. He recaps Avinash Kaushik’s observation of how often digital marketers obsess over conversation rates, without understanding the value of non-converting interactions (micro-conversions), such as interacting with a search box, watching a video or ‘liking’ a page on a social network.
In our world, conversion rate is king — obviously conversion rates equal revenue, or leads for revenue. But what if a transaction (the macro-conversion) is only part of a shared conversion goal?
For example, for mobile traffic for a major retailer whose objective is threefold:
- Increase mobile engagement
- Drive in-store visits
- Increase mobile purchases
How do you define, track and score “engagement,” in addition to hard transactions?
Our recent work with a Fortune 500 retail customer put us in this exact situation. Utilizing a solid segmentation strategy, along with a scoring system, we are able to determine the types of landing pages that drive high engagement and increase mobile purchases.
Points are assigned for unique actions within a landing page. Using LiveBall’s advanced tracking & scoring capabilities, we are able to identify the absolute number of unique purchases, plus unique engagement scores as defined by ion’s team of optimization experts.
- Engaging via ‘segmentation’ (ex. clicking through to Women’s Boots versus bouncing)
- Submitting a keyword into a search box
- Interacting with store details (via Find a Store)
By focusing on these powerful micro-conversions we attempt to appeal to 100% of the people that visit these pages — not just the 2% that lead to immediate revenue.
Interested in learning more about engagement scoring in LiveBall? Chat with us live or leave a message!