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TTI Spring Conference 2012 - Optimising Digital Sales

Monday 19 March 2012

Harrington Hall Hotel
5 - 25 Harrington Gardens
South Kensington
London SW7 4JW

The online world throws down the challenge of a never-ending quest. Even if your website or mobile presence is producing excellent results there is no rest. You know that a further tweak here or re-design there might further increase sales. There is no option to sit back and be satisfied. The most successful websites are run by those who are continually trying something new, always running A/B testing to see which changes provide an incremental improvement and which should be discarded.

Even though this scenario of continual tweaking and testing sounds obsessive, optimising digital sales is actually far more complex. There are so many facets that need to be taken into account.

The design of one’s website is of paramount importance. Once a visitor arrives, he or she needs to be converted to a customer. Your site needs to do everything it can to keep a visitor hooked and moving forward to making a purchase. However, there are many other aspects to optimising digital sales.

Personalisation of online marketing communications has become vitally important. On the one hand, collecting and using personal data is becoming increasingly sophisticated. On the other hand, EU legislation may be introduced to limit this.

Social media now drives a significant proportion of visitors towards one’s sales channels but are you able to convert your social media contacts to paying customers?

Of course, product strategy is of great importance. Do you have the right products at the right price? Do your digital sales channels connect to a sufficient breadth of product that visitors will not feel the need to shop with your competitors?

With the right products in place, is your digital content sufficiently compelling or are your visitors left bereft of the information they need to make the sale?

Does your search engine strategy work for you? Are you getting positive return on investment to your marketing expenditure? Could your website be made to climb further up the organic search results?

All these questions and more were answered by our expert panel of speakers: