The copy of earlier insurance policy effectively owns the car until the designated proprietor or driver of the vehicle. There is an app for Apple and the.

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The financial co has refreshed its branding after hearing that consumers see all banks as alike. CIBC has refreshed its look, mascot and language in an attempt to stand out in what consumers see as a homogenous banking landscape. The refresh, led by creative agency Juniper Park, comes after two years of research, asking more than 15,000 Canadians (including current clients across business segments) what they look for in their bank. A more realistic-looking version of Percy and his family are now being used in a series of 30-second TV commercials.
The Canadian insurance co is leveraging the five-time Cannes Grand-Prix-winning viral jingle for its biggest consumer push to date. The life insurance brand has licensed the multi-Cannes-winning YouTube phenomenon (with more than 100 million views on the platform worldwide) Metro Trains Melbourne campaign for its own purposes, tweaking the creative to serve its needs.
Working with TC Media to adapt the creative (most of which were already created by McCann Melbourne to encourage train safety), this campaign also marks the first consumer-facing campaign for the brand, which has traditionally targeted life insurance salespeople, brokers and agents on a B2B scale. Talking about death is a difficult thing for any brand, says Mike Stocks, VP, insurance marketing at Empire.
Life insurance has seen a steady decline in Canada, with only 43% of Canadians owning a policy, down from 55% in 2006. The campaign targets mothers, 25 to 55, because research showed 93% of moms make the sole, or share with a spouse, financial household decisions. Consumers are encouraged to head to the recently-launched, consumer-facing website, Empirelife.ca, where they can connect with insurance advisers and learn more about available products. Internet analytics can be roughly broken down into two simple activities – customer acquisition and customer optimization. There are two reasons why customer acquisition alone is a poor place to establish your company’s competitive advantage.
The second activity, which I believe should be the obsession of all analytical startups, is customer optimization.
Unfortunately, conversion improvements typically are the aggregate gain of 100 tiny improvements, not one silver bullet. Despite the huge potential for gain, conversion improvements are fleeting for many organizations. If you look across the group you will see impressive increases in operating income, and net income margin percentage. Furthermore, the larger your company, the more you should increase your focus on conversion. All companies should prioritize customer optimization ahead of scaling customer acquisition. Unless you are fairly certain you have a high conversion rate versus your peer group, you can be at an extreme disadvantage buying high volume advertising. Benchmark has such conviction about the amazing power of conversion that we have made two investments in the past year in companies whose products help drive material conversion lift for their customers. The second company, Sailthru, uses its unique personalization technology to help their customers improve conversion.
Looking forward, you should expect customer optimization and conversion analysis to move to the forefront of analytical marketing work. In early companies, the first iteration is a creative endeavor … usually solving a problem that they intuitively know about.
You actually need both to be successful: you need to design like you are right and listen like you are wrong. In fact, real change comes from finding and embracing and connecting and amplifying those that are inclined to like you and believe in you. I get the gist but I would like to mention something amazing about conversions, which you have missed. But, later I saw straight 2X improvements in conversions by offering customers value that they might want now and not directly offering my product. It’s a good read but problem with digital advertising is that we can measure little too much.
That could be the possible reason why we don’t have many good examples of brands built entirely using digital (mobile) advertising. I am sure with all the technical expertise, digital advertisement can also measure some other metrics like Brand Recall, Brand Recognition etc. Agree that conversion is critical but is even more complex than described due to the increasing rise of customers shopping across multiple devices. I can bid a higher CPC if I can increase my conversion rate or increase my conversion value. Now just because I can bid more won’t mean I will, but since I am a price taker in this instance and Google sells to a fragmented bunch of customers with no power in this position, I will ultimately ending up bidding more once my competitors figure out how to increase their conversion rates. Since graduating from CUNY-College of Staten Island in 2009, Kymberly focused on honing her communications and writing skills by holding internships at MTV Networks, Count Me In For Women’s Economic Independence and Planned Parenthood of New York City. That research was part of CIBC’s look at what banking will be like in the next 10 years, says Stephen Forbes, EVP of brand, corporate and client relationships.



The first ad, which launched mid-May, features Percy’s wife introducing him to the e-deposit feature (where customers can deposit cheques by taking a picture with their phones). But after seeing the campaign win at Cannes last year (picking up an astonishing five Grands Prix), he thought he found a perfect fit. One study by the Life Insurance Market Research Association found 65% were under-insured, if at all. As such, the TV campaign will largely live on specialty channels such as Home and Garden or DIY Network. The brand has also partnered with Zoom Media Canada to run the ads on its Fit TV network in Goodlife Fitness, LA Fitness, Nautilus Plus and Energie Cardio locations nationally.
No other metric so holistically captures as many critical aspects of a web site – user design, usability, performance, convenience, ad effectiveness, net promoter score, customer satisfaction – all in a single measurement. Nearly every Internet company on the planet has invested in some form of the first activity, customer acquisition.
First, the sheer intensity of the competition for effective AdWord inventory reduces the likelihood of a sustainably high ROI.
Think of this as understanding how to optimize the performance of the customers you already have. In its most simplistic form, it is the ratio of customers that achieve some desired action or activity divided by the total number of visitors to your web site. In 2013, we are in the midst of a critical platform transition from the browser-based Internet to mobile applications platforms like iOS and Android. Rarely will you find one single change that is going to have a 5% lift in conversion (you might if you have never tried, but this type of win will go away quickly). Because improving conversion, even a little bit, can produce insane economic leverage for your business.
With a large customer base, you are able to leverage any improvement against a much broader audience. Think about customer acquisition as buying fuel, and customer optimization as measuring the fuel efficiency of your engine. More specifically, clients aggregate all of their customer data points under one roof to provide truly personalized experiences across all platforms and devices (specifically including mobile). We are likely moving into an “age of enlightenment” where the scientific method is available to all, and ideas win (and are tested) on their empirical results.
Conversion Rate Optimization (CRO) is the new retail merchandizing, topped with much better data than retail merchandizing had. What you presented was a very strong and compelling case to shift more of the focus on a website’s conversion rate. That’s why I started WiderFunnel in 2007 to focus on finding the best methods to radically lift conversion rates and revenue for companies in all industries. Part of that will also include using more distinctive illustrations instead of photographs. Yet despite the remarkable power of this metric, it is alarming how few companies today truly understand conversion and how to optimize it. This is the art of conversion: improve your site’s conversion and you simultaneously increase operating leverage AND increase competitive differentiation – a truly powerful combination.
Your web site likely has a single overall conversion rate (the table below highlights one firm’s view of industry-by-industry “overall” conversion rates).
This transition adds even more complexity to the conversion puzzle, as you now need to track and understand conversion on mobile as well. Compare Amazon’s one-click experience with an e-commerce site that requires five pages of information input in order to affect a sale. Once again, this is something that needs to be measured all over your site and not just in one place. Rather you will find 30 things on a page that all have a tiny impact, and the overall impact, after months of work might be 5%.
Highly paid designers are employed to create beautiful web pages and mobile applications, and their opinions are coddled as divine wisdom. The table inserted below looks at five leading consumer Internet companies – Blue Nile, TheKnot, C-Trip, Trip Advisor, and Priceline – and models what would happen if they improved conversion 10%. Even if you only achieved a 5% increase (versus the 10% we modeled), you would still see ROI in the 275%-1940% range. You can see this in the model – bigger companies get a bigger advantage, even when we estimate a 10X larger budget for conversion improvement.
Ironically, many more companies focus on buying fuel in volume than they do improving fuel efficiency. If you have 2X the conversion rate on your competitor, than you can spend twice as much and get the same outcome. It’s such a strong value proposition that they have over 4,500 happy customers, including CBS, Disney, Starbucks, and many more.
Using Sailthru, companies build 360-degree profiles of each and every user that can then be used to personalize emails, site and in-app experiences, search results, and more. With improved tools and techniques, and innovative products like Optimizely and Sailthru, highly optimized sites will redefine the new fitness level required to stay afloat in online businesses.


That said, marketers still have to understand the new science of online conversion analytics.
I even liked the companies you mentioned at the bottom of the article, but want to make sure you get a chance to see the next wave of conversion solutions that are about to make a big impact in the world of e-commerce. I do agree conversion is something really really important but the surrounding factors give a much heavier impact on catching a user. As such, it is time to pound the table again – conversion is by far the most powerful Internet metric of all. Each year, your company will want to grow by a higher absolute dollar amount than the previous year, and as a result you will need to buy even more traffic. However, in order to truly master conversion you have to understand that there is not just one conversion rate, but numerous conversion rates throughout your site.
The bad news is that the tools for doing mobile conversion measurement are immature at best. You have to be willing to toil in the minutia knowing that the impact on the overall system will be the combined result of many tiny little changes. Measuring the efficacy of their divine wisdom at 100 different places in your customer flow funnel can often prove to be controversial, and it can produce friction between the marketing department, who often owns customer optimization, and product development, which owns design. Just to make this clear, we are talking about moving from say a 6% overall conversion rate to 6.6%, or simply a 60 basis point increase in absolute conversion. And for a 6% converting site, we are once again talking about a 30 basis point improvement in absolute conversion rate. Likewise, if you have a poor conversion rate versus your competition, than you are bringing a knife to a gun-fight.
Optimizely’s product should be the fundamental building block for anyone that has any interest in conversion optimization.
Online publishers have seen 10-35% improvements in click through rates that regularly yield 30+% lifts in page views, resulting in substantial incremental ad revenue and profitability. So just to know what will the ratio you will assign with respect to conversion metric with other factors? I rarely meet a company that hasn’t experimented with AdWords in some way, and most of those that do understand the basic math around the cost of customer acquisition. The good news is that if you can master them at this early stage, you will have a significant competitive advantage.
You have to attack performance everywhere. There are also many who believe that site speed positively impacts SEO, and as a result, you have multiple reasons to care about this. Not all organizations can operate with the proper amount of transparency and self-awareness, or have the patience to try a number of different approaches to produce very small incremental gains. Because conversion improvements impact the customer flow you already have, they lead to a direct increase in revenue, offset solely by the cost of running the conversion improvement effort.
You should focus on fuel efficiency first, and when you know that it is solid, then you can start buying fuel in volume. Ever been a room where an entire team all agrees that your competitor must be an idiot because they are spending so much at such high rates on Google?
The product is designed with a clear understanding that optimization is about experimentation, and it greatly lowers the cost and complexity of that experimentation. Commerce players have driven 6-10% lifts in average order values, 15%+ improvements in purchase frequency and major improvements in overall customer retention. If a site is designed to respond to my particular needs, I will obviously be more inclined to transact there. The companies I have seen that are most successful with optimization are assiduous in their approach.
You can build a similar model for your own business, and put in the inputs as you see fit, but you will not find another single area in your business where small improvements will have such a powerful impact. Yet 90% of the companies I meet are buying and buying customers (acquisition) without any sophistication around understanding conversion (optimization).
The answer may be that they have a much higher conversion rate, and that you are eligible for the role of the idiot. Most importantly, Sailthru makes personalization achievable and scalable; a near-term reality versus a multi-year project that will never see the light of day. This is the dream of “big data” – to harness the information you already have to deliver a personalized experience for each user. Likewise, if you know you have a conversion advantage, you also have an ad buying advantage.
To truly understand conversion you need a “conversion matrix” for every path through your site.



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