Marketing optimization: An introduction

Written by Alex Harris

Within the next few weeks, I will be posting a series of entries on marketing optimization and a definitive process that will help you earn more money from your website using minimal efforts that actually work. But before we dive into the process, I think we should first define, ultimately, what marketing optimization is and why it is important that you allot time, effort, and resources to it.
What is marketing optimization?

Simply put, marketing is moving goods from a producer to the end consumer, the process and technique of promoting, selling, and distributing those products and services. Optimization, on the other hand, is the process of making something as effective as possible. Marketing optimization, therefore, in an online scenario is simply improving your online business so you can make more profit.

Marketing optimization, according to the experts

In developing a marketing optimization process that works, I have interviewed over a hundred experts and discussed topics involving CRO, ecommerce, web design, analytics, lead generation, content marketing, tools, and other related concepts. Here’s what some of them have to say:

Neil Patel says, “Optimization is all about tweaking so you can squeeze more people through the funnel. For example, you have a thousand window shoppers, but only one buyer. If you can convince 10 more people to buy, that’s like a 10%, 10x the conversion rate.”

Peep Laja of ConversionXL says, “Optimization is all about doing stuff better and getting more results about whatever you really want to do right now. If you’re selling stuff, optimization will help you do it better. Why do you want to optimize? Optimization is all about moving the needle.”

Samuel Hook said, “Optimization is a scientific approach of aligning your assumptions regarding your design with the reality of how they’ll be used literally for everyone’s benefit.”

What I learned

While doing these interviews, I realized that I was doing exactly the same thing most of them are doing – only I didn’t have a specific name for the process. I also discovered some important things. The first is that having a system gives you consistent results because it lets you predict patterns. This gives you control over your results. Having your own system makes it easier to replicate results and to train your people so your efforts – and consequently, your results – are tripled.

The system is not a one-size-fits all design. While it worked for me and others, it may not be exactly what your business needs. So you have to adjust and make a few tweaks here and there to ensure that you are getting the results that you want.

Also, a word of caution: you will want to gather data and use that insight to make decisions, and it will not be easy. It is hard work, but it is necessary if you want a long-term strategic plan. The data that you will be collecting needs to be interpreted properly and accurately so that you can use the information to improve how you do things. You need to have a deeper understanding of human behavior, so that you can easily and effectively map out the efforts that you need to take so that you can improve your conversion and market your products and services not just to a wider audience, but ultimately, to the right audience.

Stay tuned for other related posts, where I will be discussing the steps in detail. What, to you, is marketing optimization? What do you want to learn? Sound off in the comments below.

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