A business’s website is the biggest shop window they have. In the UK alone, marketers are expected to spend £8.1 billion on digital advertising*. That investment generates a lot of traffic and it can come through a myriad of digital channels.
Research conducted by PRWD and Brand Republic found that marketers are predominantly focusing their investment in PPC, email campaigns and SEO. While this in itself isn’t particularly revealing, these channels are showing diminishing returns as the competition grows.
Not only that, with such significant investment into acquiring traffic, you would expect that the website itself would also receive equal if not more investment to ensure the visitors arriving on site convert. Reality, however, paints a very different picture.
Check out the infographic below to see how many business’s digital marketing strategies are one sided and missing out on converting the traffic they spend so much money acquiring.
Research by PRWD and Brand Republic
*eMarketer 2015 UK Report