Top Conversion Optimization Resolutions for the New Year: Channel Attribution

Just like you, we’re looking forward to the beginning of another year. As a tribute to one of the most enduring traditions around this time, we asked online optimization experts this question: “Which website optimization effort/s businesses should focus their skills and resources on next year to improve conversions (and the bottomline)?” We’re publishing their answers the entire month in the countdown to 2013 so stay tuned for more resolution must-haves in our upcoming posts 😉

Today’s CRO resolution must-have is from Linda Bustos, Director of eCommerce Research at Elastic Path Software:

“It’s a tough one, but working out attribution. According to Adobe, only 54% of marketers use any form of attribution, and of those, 28% use last click. We always point to testing as the best way to justify investment in design and feature changes, but attribution is critical in understanding the big picture including emerging mobile and social touchpoints.

For marketers, it’s difficult to get attribution to work smoothly because it can require complex IT implementation in addition to analytics talent. But for the organizations that commit to it, 89% say it has a positive impact on their business. Knowing which marketing channels are providing “assists” reduces your risk of cutting investment in a program that is driving sales, and that directly impacts customer acquisition, revenue and conversion.”

More about Linda

Linda Bustos is the director of ecommerce research for Elastic Path Software and the author of the Get Elastic Ecommerce blog. As an ecommerce consultant, Linda has helped some of the world’s largest online retailers and technology brands improve their conversion rates and user experience. An online retailer herself, Linda moonlights as a jewelry designer for Robin Hood Couture, her line of handmade accessories. You can follow Linda on twitter: @getelastic

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