Despite the long term value of investing in creating an in-house testing environment, which pulls from every contributing profession to website development and brand marketing, most companies won’t consider it.
In a research project conducted by Slingshot SEO, the company reported that “‘direct visits’ were getting more credit for conversions under a last-touch model, as they were often the last interaction before a conversion. As a result, other channels like ‘organic search,’ ‘paid advertising,’ and ‘referrals’ were typically undervalued.” Slingshot SEO said that consumers on average “took 2.79 interactions before converting” and that the final touch or step before the conversion “was typically a direct visit to the site or a branded keyword search.”
The chart above shows the channels that were overvalued and undervalued. The negative (orange) cells reflect how much the channel was overvalued; the green or positive cells indicate the percent by which the channel was undervalued.
What did the VW dog, The Artist, Adele, and Angelina Jolie provide us that made what they did so successful? What was the tidbit of surprise and what unexpected gain did we get from each of them?
They sold their product without inflicting any pain on us.
This is the ultimate secret to successful marketing, innovation and user interface design. It’s the one thing we all share.