Conversion rate across different industry for the month of March 2012. WK#12 vs. WK#11. Overall a -14% drop in email marketing while 8% growth in the general conversion which is mainly boosted by 11% growth all seen coming from New Visitors. This looks obvious that email had recorded the drop as the new visitors seems not yet targeted via email.

The table below will give a general guideline on the conversion rate across various industry. The data can be compared with 2010 (Conversion Rate 2010) we can expect in terms of that the conversion rate has increased. The global conversion rate is 2.80% vs. 2.30% which is 21% increase compared to 2010. While on the other end the Fashion industry has seen a -22% drop 1.70% vs. 2.20%.

Overall the one more important thing displayed below is the Repeat Visitor vs. New Visitor Conversion rate. The blog Why measure Pre-Click and Post-Click? will become very handy if we are going to measure the conversion performance.

Please see below the detail conversion rate - March 2012 (Source: Fireclick Index):

As Newtons Third Law of Motion says: "To every action there is always an equal and opposite reaction". The theory always reminds me that altering traffic being sent to site would impact conversion over the site. However the only thing doesn't fit with the theory is the metric are not reacting in proportion as the quality of traffic,  seasonality and performance factors would play a very vital role.

These conversion metrics are results of traffic being received on the site. The traffic beig sent over the site should be measured and grouped as Pre Click and Post Click. This will allow us to classify the traffic if there is any cannibalization over the traffic or even conversion.

For instance, there is a massive traffic flowing from your new partner and the bounce rate is way above the average of the site. There are major impact over the traffic and overall the website as the partner is resulting into following:

• Immense amount of traffic leading towards manipulation the click share being delivered by the different channel.
• The traffic being delivered has a bounce rate way above the average bounce rate for the site in the end leading towards skewed bounce rate.
• The higher traffic flow has brought down the entire conversion rate of the site which is way below the industry standard.
• The traffic flowing is fluctuating over different categories which is leading towards unstable KPI which was set earlier.

Conversion Rate the metrics which makes every online markers thinking on how it can be improved. The basic fundamental A/B testing and various online marketing channel, design and templates are done on a yearly basis. However everyone forgets easily that we got to be present every-time consumer are searching for us.

In an online arena a Conversion Rate of 2% is considered as a minimum target but people easily forget that 98% of the people left the site. To capture these consumer who left a 360 degree marketing approach needs to be implemented.

How to approach the 360 Degree Advertising?

• Branding: Brand Advertisement is a the most essential and the first step in an advertisement. It is the first mantra of online advertisement.
• Display Advertising: Content Network Advertisement or Display Network: It is one of the second mantra of tapping untapped visitors. This will get a boost in the total visitor and it is advantageous as the CPC is less competitive.
• Social Advertisement: One of the channel which is really important to engage visitors. These visitors would help spread the word with their tweet or online sharing.
• Email Marketing: Now once all these channels are starting to drive traffic the most important task is to start reminding them via means of Email Marketing. 
• Re-Marketing: Dropping cookies and capturing these visitors via means of Readvertising i.e. Remarketing is one of the last but most important step. Those visitors who came to the website are the visitors who are interested in the product which is being offered. These visitors are potential buyers and missing to provide the product information once they are in there process of researching is like missing the potential buyer. Hence re-marketing comes into play and it will ensure that the message is delivered to the visitor.

Forrester Research revealed that by 2016 there will be 35% growth in the Ad Spend. It would become a $77 billion industry. The online industry would almost double by 2016 a massive growth of  85% from 2011 to 2016 (19% vs. 35%).

The Online Search trend is growing with a tremendous speed. Especially Mobile it is moving with a much faster speed. The AdSpend in Mobile would over take the combined AdSpend over Social Network and Email Marketing. The search trend is increasing in both Mobile, Tablets and handheld devices. The search trend is shifting in mobile with a tremendous speed. and it looks very promising as the will hit $8.2 Billion by the year 2016.

If the mobile arena is growing with a massive speed it would definetly capture the online marketing share resulting in the fall of other online marketing channel. The victim would be seen as Search. Display Advertising, Mobile Marketing and Social Media all are growing in a rapid pace. Although search would still be leader the $55 Billion AdSpend it is going to experience a massive -10% fall. (55% vs. 44%).

Another promising area which would see a growth is Dynamic Banner, this industry would be growing from $10.9 Billion industry to $27.6 Billion industry. The advertisers would enter in the competition of displaying their ads via means of Dynamic Banner. They would want to present every-time the searches are being made or someone is showing interest in the product. The stalking or  re-marketing would utilize these dynamic banner to a great extent. The blend of re-marketing and dynamic banner would be seen in a very extensive manner. The more segmentation the site would have the more granular stalking or re-marketing or re-targeting would occur. Majority of content network and even social network would start serving these dynamic banner.

Daily Deals would tend to decline as advanced technology and micro sites would start serving the deals and promo. Also, advertisers would tend to reach the consumer everytime they are online. Also, Social media would still tend to remain only $4 Billion AdSpend which is just 7%. 

Display