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Don't let the economic downturn affect your online firm

Don't let the economic downturn affect your online firm

In the current economic climate, marketers and business owners need to take a close look at how they can improve the effectiveness of their websites. Whilst the economic downturn is unlikely to result in any decline in online volume, we are already starting to see online business growth start to slow slightly, as consumers tighten their belts in the face of escalating food and fuel bills, as well as rising borrowing costs. However, for those organisations increasingly relying on the online sales model, this declining growth actually provides an opportunity to attain far greater efficiency and, with the correct targeting, increase customer loyalty and margins. In the current economic climate, marketers and business owners need to take a close look at how they can improve the effectiveness of their websites, and how they can achieve better visibility of key metrics such as conversion and click-through rates in order to keep costs down. By using content optimisation technology, marketers can now obtain clear statistical proof about which combinations of web content and design work most successfully in converting sales and delivering customers, and which do not. Even the most basic content changes, such as changes to button colours, have proven to deliver significant results for companies. For example, National Express was able to achieve a 14% conversion uplift on its coach booking website by making some simple changes to the check-out process on its website. During these difficult trading conditions, it is the ability to make significant changes to online content and design without incurring significant business risk that provides marketers with a fantastic platform to improve website performance. By taking this action now, marketers will be able to ride out the current economic storm and more importantly, they will be well positioned to build market share when trading conditions start to improve. Mark Simpson is the Managing Director of Maxymiser

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