As we accelerate into a New Year and marketers strategize for what's ahead, there is plenty of chatter about the outlook for digital marketing in 2015. We've filtered through our pick of proposed “Trends for 2015” and whittled down the selection to 3 online marketing trends that will impact testing strategies this year.
There has been more written about 2015 digital marketing trends than anyone could ever want or need. It’s important to keep abreast of the patterns and predictions in your industry, but not all trends are created equal. Trends are only as good as the insights you glean from them, that’s why we’ve come up with a corresponding resolution for each trend to bring to your work, your team or your organization this year.
The Trend: Mobile & Tablets
To absolutely no one's surprise, mobile and tablet device usage is projected to continue taking over the world in 2015. Mobile optimization lands at the top of Forbes' "Top 7 Online Marketing Trends That Will Dominate 2015" list, and here at Maxymiser, we couldn't agree more.
According to statista.com, "As of 2013, worldwide mobile phone internet user penetration was 73.4 percent. In 2017,…more than 90 percent of internet users will access online content through their phones." Given this projection, there is no better time to begin optimizing mobile sites through aggressive A/B and multivariate testing.
Optimize mobile sites and apps to increase mobile conversion rates and meet the performance of your desktop site. Desktop site design provides the luxury of space to present all content to your visitors, while the size of mobile/tablet devices is more restricting. Marketers planning on optimizing for mobile must take the difference in device real estate seriously and test the content that is necessary for visitors browsing on mobile.
The Trend: Social
Major corporations saw big returns on their 2014 social media investments, as a result, social media marketing and paid advertising will continue to trend upward in 2015. When businesses drive traffic to their sites via social media, they must optimize content for this specific group of visitors. That’s how you translate clicks to your site from Facebook into loyal customers (and revenue!).
Begin or continue to understand the differences between visitors arriving to your site from your various traffic sources (particularly social) and then optimize your user experience based on what he/she saw before landing on your site. Create consistent messaging from social through to final conversion and lead your social traffic right to the 'Thank You for Purchasing' page.
The Trend: Segmentation, Personalization, and Targeting
In 2015 personalization will graduate from buzzword to best practice. Those working towards one-to-one marketing in 2014 were able to "to increase the number of sales, lower the costs of operation, inspire users to stay longer on their websites and foster customer satisfaction." Inbound Now
Accordingly, more companies will be jumping on the personalization train this year. Next stop, testing personalized content! Now that an increasing number of corporations (read: competition) will be serving relevant content to their visitors, the race is on to serve the most relevant content to each segment of visitors.
2015 is the ideal time to get ahead of the curve and come up with multiple content options for each segment of visitors and test these experiences to drive conversion and revenue. Personalized content provides the best value and user experience to your customers, as well as the greatest opportunity to knockout your competitors!
One Last Thing
Be sure to use your valuable in-session data wisely this year. It can help you define your visitors’ needs and prioritize a personalization strategy. For example, logged in visitors already understand your brand and are on your site for a reason, while new or logged out visitors may require a value proposition and more persuasion to complete the desired action.
New Year’s Resolutions can be more than self-serving, they can serve your customers. Do more than observe trends for 2015, take charge and turn them into powerful testing strategies that set you on the path to big wins for your organization this year (and for the customer too!).
Looking for something more advanced? You might enjoy this post about running multiple tests simultaneously.