Optimizing for the 98%

May 2011

2%

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98%

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Search = Acquisition

4

Search = Discovery Experiences

5

Discovery Experiences = Sales and Loyalty

6

Do we care about experiences?

7

8

86% Skip commercials

Optimizing Experiences

9

10

Source: Razorfishsearch.com

Visited Store

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Store Locat

or Traffic

Coupon /

Training

Redemptio

n

Called 800 Number

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Call Cente

r

Training

Email Tracking

No Conversion – Good or Bad Experience

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No Actio

nWhy?

Bounce

Rate

“Shared”

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Facebook / Twitte

r

Internet

Word of

Mouth

Referral Source

or Number

of shares

Mobile

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Mobile

experience

Coupon / Click to call

Sales

Don’t let your inability to measure everything stop you from

optimizing the experiences

17

Thanks!

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