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How to Optimise your Digital Campaigns
Cornelius Boertjens

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Calculating your (campaign) Conversion Rate
Examples:
1. Your “desired action” is for your visitors to purchase your product. If you have 1,000
unique visitors a day, and 20 of these purchase your product, your conversion rate is 2%
2. You desired action is for your visitors to download a whitepaper and opt-in to your email
list. You have 500 unique visitors a day and 25 take this action. The conversion rate is 5%

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Your Conversion Rate is how many of
these visitors turn into these customers

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Your campaign goal: “Creating a chain of “Yeses"

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What is your weakest link?

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Always make sure you create TRAC-tion
tm
!
Build Trust
Be Relevant
Be Appealing (engaging)
Create Clarity
Your campaign and all its different elements
always need to…

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A systematic approach to increasing performance

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Each element will make a difference
More clarity on landing page: conversion +15%
Better Value proposition: conversion +10%
Better shopping cart process: +12%
Better navigation: +10%
Displaying products better: +8%
Better price point: +7%
Better font: +4%
Etc.

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Testing: no more arguments about what is “right”

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How does basic testing work? A quick summary.
• send 50% of traffic
• see how it converts
Landing
Page/Email A
• send 50% of traffic
• see how it converts
Landing
Page/Email B

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Great Testing Tools

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Case Study Lotto NZ

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Results achieved

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Ocean Swim Campaign Example

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Five key take outs
1. Make sure you start a campaign with the end goal in mind
2. Follow a systematic approach to optimising your campaigns
3. Create TRAC-tion on each step in the funnel (chain of yeses)
4. Don’t discard any possible uplifts and test as many campaign elements
as possible to ensure it is performing in the best possible way
5. Optimising campaigns is an ongoing process, but will lead to increased
ROI and best practises for setting up future campaigns