When visitors to your website are actively engaged in some activity, such as watching an online video, they could turn into buyers. The key is to study your site’s analytics to see what actions turn browsers into happy customers.
At the Beet.TV Engagement Summit, Dave Marsey, senior vice president and group media director for ad agency Digitas, shared some insights on how engagement leads to improved sales.
“Engagement is a key indicator of sales. If you find actions that consumers and audiences are taking on your website, such as watching a video, such as printing out a recipe, those actions that you take, if you do enough research around it and analytical work, you can point to ‘these are the three actions that, if the audience completes, they’re more likely to buy your product,” says Marsey.
Having good analytics is essential here, because you’ll need to study all the different engagement options on your site and see which completed actions lead to better sales. Marsey calls these the “high value actions” that lead to desirable outcomes. Once you’ve isolated the useful engagement tools, such as online videos demonstrating your products, you can confidently create more of them for other pages on the site.
Marsey also addressed online video ads, showing how the area is improving for marketers. Tools like Viviki‘s Ad Selector, which allows viewers to choose the ad they want to see, are leading to more satisfied and engaged visitors. He also praised Luminate, which makes a technology that turns still images into video-like experiences.
“Definitely still more to be done to drive more of those outcomes that we’re looking for,” says Marsey. “But we’re on our way.”
Scroll down to view the entire interview, used courtesy of Beet.TV.