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The secrets of online Return On Marketing Investment 2.0 – The ‘Clicks and Blocks’ Analogy

The second secret to improve your online Return on Marketing Investment is:

Secret 2.0: Reduce the number of blocks you make your customer walk

In your online path to application, every extra click you make your customer do increases the risk of them giving up and approaching you through a more expensive channel, or at worse case going to a competitors site.

I use the analogy that every click you make your potential customer do in the online world, is the same as making them walk that number of blocks to reach your store in the offline world: 3 clicks = 3 blocks.

How many blocks are you making your customer walk?

How many blocks are you making your customer walk?

Reduce the number of blocks your customer has to walk to your store, and you will increase the likelihood of them visiting your store instead of a competitors.

In the offline world, customers prefer convenience. In the online world however, they demand it.

In my experience, halving the number of clicks (or blocks) in your path to application will double the number of applications you receive.

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Categories: Digital Marketing

Author:Chris Maloney

Chris is a multi-channel marketing strategist and one of Australia's most awarded young marketers.

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  1. The secrets of online Return On Marketing Investment 1.0 – Don’t do the hokey pokey! « Maloney on Marketing - April 26, 2010

    […] The secrets of online Return On Marketing Investment 2.0 – The ‘Clicks and Blocks’ Analogy Tagged: campaign optimisation, hokey pokey online advertising, Improving Click Through Rates, Improving Cost Per Application, Improving Cost Per Click, online return on investment, online return on marketing investment, Return on Marketing Investment, ROMI Posted in: Digital Marketing ← Does a Jack Johnson song answer our current marketing challenges? The secrets of online Return On Marketing Investment 2.0 – The ‘Clicks and Blocks’ Analogy → Be the first to start a conversation […]

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