If you’re not strategically and continually testing your website, app or digital channel, get started!
Remember to prioritise and categorise your tests first, so that you achieve the greatest ROI.
Those brands that implement evolutionary design and constantly gather consumer data before making decisions will improve their bottom line.
Don’t forget the screen tests – conduct CRO testing across different screen sizes and devices.
Companies are now designing their websites for ‘mobile-first’, so mobile app testing is critically important. Think about any other place that customers may be viewing your site too, like their fridge, in their car, or on their watch!
Move your way through the optimisation maturity curve and look beyond simple testing after you get started. Develop buyer legends/stories/user journeys first as this will help you get inside customers’ heads and determine their real needs and motivations. Then, test to determine the accuracy of your hypotheses. Aim for personalisation and invest in a CRO software provider that has this functionality built in.
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CRO testing platforms are expanding into personalisation and behavioural targeting.
This development allows companies to test different audiences, determine the best possible variation for each segment, and then roll out the winning variations to each group. All this, while continuing to gather data to inform future decisions.
It’s a whole new ball game. Imagine, combining both testing and personalisation as part of your digital strategy. Powerful. These tools will certainly give companies an edge in the race to achieve the ultimate customer experience.
Testing of mobile apps and the IoT space (Internet of Things) will increase in 2016 and beyond.
Many businesses are already testing responsive websites, but we’re also seeing a jump in tests that measure the efficacy of apps on mobile phones and tablets. In the rapidly growing IoT arena, improving the home automation experience will be key to consumer adoption and. Soon, companies will be asking “How does our website render on internet fridges? Let’s test and improve that.”
CRO (Conversion Rate Optimisation) is no longer seen as a postscript. It is developing as an important financial investment and a discipline in its own right.
2016 will see more strategic and structured website CRO programs within businesses with ongoing, data-driven testing.
Facebook, Amazon and other Alexa-ranked websites have quietly been doing CRO for years. While Australia has been slow to adopt the trend, we are now the fastest growing region for CRO in the world.
With this trend we will see a move towards evolutionary (gradual and tested) web design, as opposed to radical (rapid and untested) web design.
Think about Facebook and Amazon; They don’t appear to have changed their websites that drastically. Yet, if you compared their websites today to last year, they are clearly different. They are constantly running tests and making small changes in the background. More and more companies will be implementing evolutionary web design and constantly gathering consumer data before making decisions, thus improving their bottom line.
The term CRO is gradually being replaced with ExO, or ‘Experience Optimisation’.
While CRO focuses on testing one visit, or increasing single transactions to achieve short-term results, ExO builds on this to consider the full customer experience.
ExO is heralding in a shift back to marketing basics. This means a new appreciation for the value of understanding underlying motivations and the end-to-end digital experience. And the result? Strong foundations for ExO and increased revenue over the lifetime value of the customer.