In the digital-first era, marketers and their companies understand that conversion rate optimization is vital, especially as the pandemic has forever changed customer behavior. At the end of the day, the marketer is responsible for making the right judgments, pushing the boundaries, being innovative, and experimenting. After all, the user experience is more important than the tool.
The COVID crisis has transformed the world, forcing businesses to rely on digital channels to remain relevant and profitable. According to McKinsey’s latest research , “Trends that will define 2021 and beyond: Six months on”, e-commerce in the United States increased more than three times as quickly from 2019 to 2020 as it had in the previous five years.
McKinsey report also mentioned how cars are being purchased online without people physically inspecting them. It also stated that in 2020, online sales at mass retailers increased by 93 percent. Therefore, it’s no surprise that businesses have hurried to not just beef up their online presence, but also to bolster it with a variety of tools.
Most businesses are aware of the fierce competition in the digital realm and understand the need of optimizing their websites to maximize web traffic.
Moreover, according to recent study by Kameleoon and Go Group Digital How Brands Can Build a Digital Strategy for Future Growth , 24% of consumers will utilize digital channels more in the long run, 73 percent want a more personalized experience, and 41% stated they would avoid businesses with a poor online experience.
Marketers should focus on improving their conversion rate optimization skills. Here are some factors for marketers to consider, getting off to a good start and attaining the outcomes they want:
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Decide who is responsible for Conversion Rate Optimization
Conversion rate optimization entails not only A/B testing but also personalization, both of which necessitate frequent updates to web sites by marketers.
To get started, marketers must identify who in their team will be in charge of choosing what adjustments will be made and who will be in charge of implementing those changes. Unless the tool has drag-and-drop capabilities, a developer is almost always necessary.
Understand data privacy and compliance specifications
While customers all over the world expect their data to be kept private and secure, regulations in different regions of the world differ. Although the General Data Protection Regulation of the European Union and the California Consumer Privacy Act of the United States are similar, marketers must be aware of the distinctions if they want to stay compliant while A/B testing and employing personalization features.
Furthermore, marketers in certain industries, such as financial services and healthcare, must be aware of additional rules. For instance, the US Health Insurance Portability and Accountability Act (HIPAA) provide clear instructions on data privacy and security in the healthcare industry.
Understanding these regulations not only helps marketers stay compliant, but it also allows them to set up A/B testing and personalization tools correctly, as long as they include built-in compliance choices.
Also Read: Rethinking B2B Customer Experience in a Post-Pandemic Landscape
Plan ahead for data visualization
Some of the most popular A/B testing solutions allow marketers to record data in real time and make changes to their website on the fly with the drag-and-drop functionality.
But, when it comes to conversion rate optimization, the ultimate goal is to track, measure, and record. As a result, marketers should consider the integration options provided by their A/B testing and personalization tool in order to create visualisations on platforms they are comfortable with.
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