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Optimization Across the User Journey: The Intersection of SEM and CRO

Published: January 23, 2017

Author: Jeremy Epperson

One of the biggest areas of opportunity for digital marketers today is also one of the toughest areas to master: optimization across the entire user journey. As we all know, this isn’t easy to do. Many feel it’s unreachable for their marketing organization, assuming that it requires pricey infrastructure, niche expertise in too many different areas, and the often unattainable collaboration of stakeholders across the company who have competing interests and resources.
Instead, marketing teams often focus their attention on optimizing in one area by breaking the funnel into more manageable chunks. For this reason, we see companies becoming really good at SEM, continually optimizing on the media side, while lacking sophistication in onsite experience and testing (a crucial step in full-funnel optimization). This trend is brought to light when we look at agency expertise: all of the best CRO agencies are typically stand-alone and prefer not to manage media, while the biggest digital marketing agencies put little focus on CRO. These two important marketing efforts end up siloed.
What many marketers fail to realize is that to truly drive exponential growth in the digital space, it is necessary to optimize at every touchpoint from awareness through conversion, and then past that to retention and LTV (lifetime value). It is not one or the other that will make the needed difference; it is the marriage of the two that moves the needle.

Luckily, you don’t have to fight this battle alone, and with the right support, you can get the results you need. At 3Q, our approach is to include marketing, analytics, product, and engineering, creating cross-functional teams, to generate ROI at every step of the user journey. We are experts at guiding clients using strategy, research, and implementation to create focused business objectives and measurable KPIs.
A key component is creating a culture of customer insights and experimentation within your organization. To achieve this, we have established an ongoing partnership with Optimizely, the world’s leading platform in experience optimization platform. Recently, we have had the great honor of joining Optimizely’s elite 3-Star partnership program, with a rigorous list of entry requirements meant to single out a select group of top organizations with whom Optimizely entrusts their clients.

Optimizely is on a mission to democratize Experimentation, enabling organizations to make data-driven decisions and grow faster. As the world’s leading experimentation platform, we are delighted to partner with like-minded organizations who prize innovation and speed above all else. The 3Q Digital team exemplifies these values, and we look forward to using that alignment to establish dramatic value creation for our joint customers. – Travis Bryant, VP of Sales.

We have the same trust in Optimizely because we have a shared fundamental belief that digital marketing isn’t about a single session or a one-off conversion; it’s about building a comprehensive process that optimizes across all user experiences throughout the lifetime of a client. So when you combine our expertise in media including SEM, SEO, social, display and native advertising, with Optimizely’s powerful platform for experience optimization, you get impactful benefits:

  • Continual optimization to achieve more wins, resulting in reduced acquisition costs, increased conversions, and increased revenue;
  • Continuity in experience and messaging throughout the entire user journey;
  • A deeper understanding of users from varied sources of feedback to drive improvements;
  • Ability to pinpoint the biggest roadblocks that are causing users to abandon before taking the desired conversion action;
  • Effective measurement with an omnichannel approach to generate new business.

If one or more of these match your marketing goals for this quarter or the coming year, we can help. We know that when you bring together SEM and full-funnel optimization, the changes you can achieve are astounding. So why place your bets on one part of the process when you can achieve exponential growth by gaining full transparency across the whole journey? To learn how we help you reach your goals, reach out to our CRO team today.

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