Many companies are now recognizing that in a world of mobile devices and increasingly sophisticated online services, the creation of an excellent customer experience requires a different approach, above and beyond the active management of website conversion rates. The emphasis is no longer on the new landing page, product launch or creative promotion; organizations also need to embrace personalization and optimization across channels to improve conversion, retention and average customer spend.
Our latest whitepaper ‘5 Steps to Creating a Successful Optimization Strategy’ helps digital marketers understand how integrating optimization more tightly into the overall business strategy can transform the customer experience as well as deliver additional revenue to the business.
Take a look at the five steps below to see how you can apply them to your optimization strategy.
Whether the priority of the business is acquiring customers or looking to increase average customer spend, optimization can make a difference. However, before even considering optimization technologies, it is important to assess exactly what the business is looking to achieve.
It is important to have a frank discussion with all stakeholders about what can be achieved with optimization and how much work will be required. At this point, with a number of ideas on the table, it is also important to prioritize activity into a road map of campaigns. If possible, the four or five top business outcomes should be ranked to provide further guidance and direction; it is then important to consider the priority outcomes in tandem with the optimization process and opportunities.
Having determined the objective of the optimization strategy, an organization needs to empower the right people to realize business objectives. This is a huge step forward from a single, isolated conversion manager; a successful strategy requires the coordination and collaboration of several individuals, from product marketers and web developers to the analytics team.
Data-driven decision making based on customer input fundamentally transforms the cultural approach to optimization. It removes decisions made by a gut feeling, it evolves the optimization team beyond business as usual, and, most important, provides proven insight into the validity of various business concepts while retaining focus on key strategic priorities.#
Once a culture of data-driven decision making and business outcome-led optimization has been put in place, it is essential to share the results and insights across the business and ensure all stakeholders recognize the value of the investment.