Jordan Calderon
Co-Founder at ReThink Design
Website Address: rethinkdesign.io
Each week on “More to Marketing,” our host talks to marketing experts across the country. This week our host speaks with Jordan Calderon from ReThink Design. To learn more, check out rethinkdesign.io.
What is the biggest change in marketing that you see coming in the next 2 years?
The problem in today’s market is that ad platforms are making it easier and easier for companies to run hyper-targeted campaigns which, due to supply and demand, have driven ads costs through the roof. In addition , the algorithms have gotten so good at self-optimizing and finding the right target audience that you don’t have as much control over increasing your ads performance as you used to. Due to these factors, we have seen a big change in focus from efforts in optimizing ad funnels to optimizing website funnels. This is known as conversion rate optimization. Now assume you run ads to drive 1,000 users onto the site, and your website converts at an average of 2%. This means you captured 20 conversions. Through conversion rate optimization, let’s say you were able to increase your conversion rate from 2% to 4%. This means that it costs the EXACT same to drive the same 1,000 users to the site, but now you’ve captured 40 conversions. You just increased revenue without spending a dime more on advertising. Conversion rate optimization is very powerful in this sense. When we are able to increase conversion rates, there’s less worry about rising ad costs of paid placements. We believe conversion rate optimization is the solution.
Are there any trade organizations or groups that you belong to?
agencyGO, SCORE, YEC, Latinx Who Design
