Wednesday, January 22, 2014

Was 2013 the year of conversion optimization?

An arrow pointing upwards
What were the key challenges in 2013?

We are privileged to work with a range of major worldwide brands, many of which operate a multichannel operation.
The reality for many brands is that with legacy systems in place, a truly packed development schedule, and a company philosophy which has historically focused on traffic acquisition rather than on-site conversion, changing to a culture of on-going on-site optimisation is no easy task.
Another key challenge we saw in 2013 is the reality that change isn’t everyone’s best friend – although there could well be people within a business who have really bought in to the benefits of developing a testing culture, until you have buy-in from senior management and in some cases the CEO, the changes needed to really make on-going optimisation work are hard to introduce.
Having robust visitor behaviour data from a well configured web analytics set-up to help inform and support on-going testing and optimization efforts is of course a key requirement.

Opportunities in 2014

Based on our experiences from what have been our most progressive and successful client collaborations over the last 12 months, I’d like to share with you a few key opportunities we see for brands in 2014, whether in retail, financial services, education, travel or any other sector that uses online as part of their revenue generating process.

Don’t get too carried away with testing

Testing can be a game changer for businesses, but you have to continue gaining voice of customer insights to help deliver higher impact testing which really addresses user needs.
Ensure you allocate budget and resourceto continually use your analytics solution to provide data insights as part of your on-going testing efforts – once your configuration is fit for purpose.

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