This article originally appeared on Web Profits blog
If you run an eCommerce store, you are likely finding it harder and harder to increase sales and make a profit from advertising online. Competition is pushing cost per clicks higher, organic search results are now dominated by big brands (and ads), Amazon is rapidly increasing market share, plus shoppers are becoming more astute and increasingly using comparison websites to get the best deal.
So what can you do? Well, you need to get innovative and find ways to increase your conversion rate significantly. If you do this, you can afford to pay more for traffic than your competitors (and still make a profit) and therefore you’ll be able to bid aggressively on less targeted (and higher volume) traffic and networks. The result? You’ll capture the lion’s share of the sales in your market!
I am a firm advocate for measuring click based conversions when it comes to performance focused online marketing with various attribution models applied depending on the goal. With that said however, I’m also open to the fact that like real world billboards; display and remarketing campaigns can generate view-through or post impression conversions. For those that don’t know, a view-through conversion is where someone has seen your advert at some stage and then has come back to your website or landing page direct or via another source and converted into a lead or a sale.
The main issue with measuring view-through conversions however is that you can’t actually tell if the prospect seeing the ad was the reason they came back and converted, or if it was another marketing campaign (the one they clicked perhaps) that influenced their decision. They may have even come back and converted if there was no marketing turned on at all. Without a clear and accurate view of the sources, campaigns, ads or targeting that are delivering actual results it becomes hard to correctly attribute the conversion and then optimise and improve your overall marketing results.
Online marketing events in New Zealand and Australia are continually improving with speakers, topics and training getting better and better every year as well as the sheer number of events rapidly rising. 2017 is set to be no different with a huge lineup covering everything from SEO to B2B Marketing for you to attend, learn from and network at.
Below is a list of my favourite conferences, expos, forums and events that are on in 2017. This list is by no mean exhaustive so if I have missed any that you are attending, you’ve spotted one on Meetup.com or if you are hosting one yourself please let me know in the comments.