Digital Marketers to Increase Site Optimization Spending

Many digital marketers can be assured of growing sales as consumers continue to flock to the Internet to shop. But, the competition for online shopping dollars is increasing. To boost sales and improve the return on marketing investment, online retailers need to begin allocating more funds to optimize their sites.

New data from Adobe shows that most organizations spend about 15% of their marketing budget on site optimization. Looked at another way, this translates to $1 spent on optimization for every $92 spent on customer acquisition. Adobe analysts say that smart marketers are paying more attention to optimization. For some, this will mean spending more on agency fees or technology. For others, decision-​making about which content appears on the website will shift from marketing executives to a performance-​based model.

Then there’s the problem of finding items on the website. About one-​half of digital businesses do not focus on search result optimization. This may drive potential customers away. Consumers are accustomed to searching for and quickly finding content online. Overall, about 68% of online consumers engage with search as their main navigation tool. If they encounter a site with sloppy search management, they may move on to a competitor’s site. Over 43% of surveyed consumers say they give up if they fail to find what they’re seeking after one try.

Other findings from this survey indicate that marketers will be improving the first-​page engagement by showing offers/​promotions, enhanced photos/​images or video and better page layout. At the same time, these businesses will be expanding optimization efforts to their mobile sites and apps as well as their social pages. These changes in optimization will likely pay off with a higher conversion rate from customers.

[Source: 2012 Digital Marketing Optimization Survey. Adobe​.com. 2012. Web. 1 Jun. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.