Defining Business KPIs for all campaigns: how to increase up to 94% the results of conversions/revenue by changing the campaign launch process.

1. CONVERSION RATE
“NORMALIZATION”

2. where the real conversion rate optimization begins?
where does “normalization” end?

3. define normality for conversion marketing
Define target
and competition
Plan advertising
campaign and
build estimated
results
Build digital asset
(a landing page/app/website, usually)
Optimize campaign
(when, why, how?)Start campaign

4. define normality for conversion marketing
Define target
and competition
Plan advertising
campaign and
build estimated
results
Build digital asset
(a landing page/app/website, usually)
Optimize campaign
(when, why, how?)Start campaign

5. what is normal?

6. what normality should look like for a partner agency
Digitally Driven
Business Learnings
Wireframing
Click & Heat Map
Pre-Analysis
Usability &
UX Design
Digital Assets
Development A/B Testing Web Analytics
SEO Copywriting
(Quality Score Improvements)
eCRM Market Analysis
Competition
Analysis Programmatic
Real Time
Bidding
Behavioral
Targeting Social Advertising
Search Engine
Advertising Media Planning Media Buying
Strategic Email
Database
Enhancements
Click Map &
Heat Map Analysis
New A/B &
MVT Iterations
Audiences
Optimization
Channel
Enhancement
Intra &
Inter-Channel
Budget
Optimizations
Advert
Optimization
Data & Statistics
Interpretation
$

7. define normal for conversion marketing: future model
Optimize
campaign
(only fine-
tunings)
Learnings about
future campaigns
Define target
and competition
Plan advertising
campaign
& estimated
results
Campaign
Pre-Analysis
and Conversion
Rate Optimizations
Build digital
asset
(multiple
versions)
Start campaign

8. let’s see the normality
at work

9. +?%
conv. rate

10. +60%conv. rate
We helped 60% more people
to find the best health services
from the Anadolu Hospital

11. start normal

12. what can normalization bring?
+?% conversion rate

13. what can normalization bring?
+94% Conversion Rate
Ex: Difference from 5.000 leads to 9.700 possible buyers that want an excellent car,
can mean sales from 5 mil EUR to 9.7 mil EUR revenue for a business
*real statistics are confidential

14. what can an agency oriented
on business KPIs do?
Your Business
KPIs
SEO Quality Copywriting
*QS = 8 -> 30-40% increase in conversions
*according to WordStream
Normalized process to
begin a campaign
+60-100% increase in
number of conversions
*as described in previous slides
Fine Tuning Optimization
+20% increase in conversions
Data Analysis
Priceless learnings in
industry specifics

16. A GOOD START IS NOT
CONVERSION RATE OPTIMIZATION
We must draw a line between starting a campaign
properly with good chances of results vs extremely
fine-tuned results.
We must normalize the process of starting a cam-
paign for better performance!

17. Are we there yet?
Get your account manager to make wireframes
with an UX Expert
Request multiple similar versions according to
brand guidelines (make sure you have a digital
brand guideline or create one fast)
Expect SEO Consultancy for any campaign that
includes media
Expect Usability and UX Experts from the start,
not after the creative proposals
An eCRM is mandatory for businesses that not
only expect leads, but want to properly manage
them
Increase owned database of information, as seg-
mented as possible
Expect learnings and data interpretation after
each campaign in your industry
DO

18. Are we there yet?
Get your account manager to make wireframes
with an UX Expert
Request multiple similar versions according to
brand guidelines (make sure you have a digital
brand guideline or create one fast)
Expect SEO Consultancy for any campaign that
includes media
Expect Usability and UX Experts from the start,
not after the creative proposals
An eCRM is mandatory for businesses that not
only expect leads, but want to properly manage
them
Increase owned database of information, as seg-
mented as possible
Expect learnings and data interpretation after
each campaign in your industry
Simple landing page A/B testing can increase
campaign performance exponentially (if one
button can bring 60% increase or one picture can
bring 94% what if together we start properly every
campaign?)
The media agency (let’s call it partner) must con-
nect to your business KPIs, not to clicks and im-
pressions
An average SEO Specialist both for ads and land-
ing page can increase your results with 40%
The Real CRO appears only after a good start.
Let’s not call optimization every simple thing (revi-
sions)
DO
REMEMBER

19. One more thing: we are in the future
AI Auto-Cognitive Systems
We are experiencing evolution and we will reach AI-personalized content.
We will reach the step of auto-generated assets according to user’s behavior.
We need to get there!
First step is to normalize the process of optimization!

20. Thank you! Questions?
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