A Survey can deliver insights, even if it doesn’t deliver a clear directive on practices. Adobe’s survey on optimization offers insights, concrete data, and some tantalizing hints—and also provokes a few important questions.
As Kevin Lindsay observed in his latest Adobe blog post, optimization investments deliver competitive advantage. To whit: 61% of Adobe Target customers have conversion rates above 2%; only 43% of companies not using Target have conversion rates are among the >2percenters. Organizations with the discipline and commitment to use Adobe Target testing and optimization capabilities get better results.
But, I have to wonder, what inhibits the success of the 39% of Target users with conversion rates stubbornly below 2 percent?
Within Adobe’s survey, among the >2percenters, 56% invest more than 6% of marketing budget on optimization, and one in five allocate more than a 25% of their market budget to optimization. But this means that 44% of the >2percenters manage to achieve their results despite spending less than 6% of their budgets on optimization.
So what’s the right amount to invest in optimization?
Based on the survey, Adobe recommends some practices:
b. Target your content
c. Make testing a priority
d. Automate and collaborate
But adherence to each one of these practices among the >2percenters ranges from 53-63%. It’s conceivable that some of the >2percenters use none of these practices. So, where are these practices the most impactful? Or, which of these practices will be the most impactful for your business?
59% of companies with conversion under 1% don’t have a test process. But this means that 41% of the <1percenters do have a test process.
Why are so many testing efforts failing to improve conversion? That’s really 3 questions:
1. What are the ineffective testing practices?
2. Why are ineffective practices so widespread?
3. How long does it take – what is the roadmap – for testing to begin to improve conversion?
I wish I had the data that would answer these questions. It is clear that the discipline of digital marketing has a lot to learn. We have a long way to go on improving – optimizing – digital marketing. Adobe invests significantly in illuminating the path. Thanks for that.