ADOTAS – Once the whimsy of IT staff and number crunchers, website conversion rate optimization has matured into a strategic tool held firmly in the grasp of marketing teams. This evolving technology is now at the center of many sales and marketing initiatives, where its capabilities set the course for campaign improvements that directly affect conversion rates.
In order for marketers to make the most of their website data, they need to fully take the reigns of optimization. The easy-to-use, actionable and automated features of today’s solutions make this goal feasible.
There are several factors supporting marketers’ growing interest in owning the data. These include:
1. Marketing teams are more comfortable with technology than ever before.
Many marketers have experience working with online tools, from paid search and e-mail to affiliate networks, display advertising and of course, social media. This new level of comfort means the optimization provider should be able to train the marketer quickly and allow for self-service, knowing that support is readily available to facilitate any step in the site optimization process. Ease also means reusability, scalability and flexibility to help accomplish the tasks at hand.
2. Marketers have jumped over the initial adoption hurdles.
At this point in the evolution of website conversion rate optimization, many companies have moved beyond the initial learning curve. Whereas conversations in the market last year focused on whether or not to deploy optimization and how, this year’s topics of discussion take optimization as a given and focus on the nuances of testing and personalization. Marketers now want to interact with their analytics and have the self-sufficiency to turn their data into more effective, measurable campaign results.
Connecting data to action is a key attribute of site optimization. All along the continuum of testing and relevancy targeting, marketers must clearly articulate a value proposition that speaks to each individual, at the time it matters most. Data enables these types of connections, both in a rules-based approach as well as in automated solutions.
3. Marketers know that in-context data is more valuable and actionable.
Traditionally, website testing delivered results disjointed from the actual user experience. Rather than enabling insight, it added hurdles that impeded action. Marketing teams have since insisted on in-context windows into the world of site optimization, blending the raw data collected with the visual connection to the user experience. Matching this information arms the marketer for even greater opportunity in conversion and revenue uplift.
4. Automation increases the self-service nature of optimization.
Marketers want solutions that help them automate the process of targeting visitors with the right message at the right time, but they should seek out the means to adopt these capabilities without eliminating human control. The proliferation of automation will create a landscape in which retailers can dynamically create an unlimited number of micro-segments.
These small clusters of visitor types are similar to those a business might identify manually, but they are created mechanically and updated in real-time as attributes change. Such platforms learn every time new data is captured and build models to address these shifts in information. This capability lets marketers own optimization and interact with data at the strategic level while setting the parameters for automated decision making at the tactical level.
The Future of Conversion Optimization
Websites are a primary vehicle for customer interaction, and marketers are stepping up to take more control over optimization. Marketers are changing their approach to technology in order to deliver the content, messages and images that will most likely resonate with an infinite number of customer types.
Today’s enterprise-level solutions facilitate that goal, with easy-to-use, automated features that leverage data in meaningful ways to drive conversion rates and customer loyalty.