Segment. Target. Optimize. Maximize.

We are doing a test now with both consumer lists and business to business lists.

The B to B views to sales has gone from 2.5% and to 9%. The consumer sales have gone from 1.5% to 4.6%. Did you notice the numbers? The B to B started higher and ended higher. The consumer sales started lower and ended lower. Both are about 3x increases.

I am willing to work on the B to B client to increase their profitability because there are many points of control. The email creatives, the landing page, the web sales copy, the order page. Many opportunities for increases. 1% here. 1% here. 1/2% here.

For the consumer traffic, there are the same opportunies for increase but there is a difference. A BIG difference. The traffic is not targeted as well. The offer is not specific to the traffic.

So there is a cap to where this can go without alot a bunch of hard work.

The lesson here is that the more targeted the traffic and the initial audience the best the opportunity to produce increases. The mistake that most make is that they are trying to optimize too broad of a market.

The more specific the better. Segment. Target. Optimize.

Take Care,

David Bullock
Sr. Advertising Optimization Specialist
www.results-squared.com