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True Digital Marketing applies Adaptation to its Web System.
Scientific advertising, digital experiments, and testing ideas with a growth hacking team help make the most effective decisions for your end-users and business goals.
In the need of adapting your digital strategy, there are online tools that can help you build experiments and test different designs, landing and product pages, home pages, and choose which one generates greater value to your bottom line.
Adapting in the Digital Age
What is Conversion Rate Optimization?
Let’s break it down by words, “conversion” is the subjective event or trigger you have specifically applied to your web system based on your business objectives that are considered an engagement, transactional, lead generation, download, or some sort of interaction from the user with a play button, lead form submissions, phone call link, button click on an email, resources, products, checkout page, buy now button, etc.
This is a useful method to keep track of measurements, check what resonates with the audience, and keep testing different ways to measure the success of your app or website.
“Rate” means the trigger or event (conversion) you are tracking the performance through a web analytics tool divided by the number of clicks, page views, users, etc. An example is how many out of 100 clicks from your search engine ad took to trigger one conversion event on your landing or product page?
If you divide 10 Conversions / 100 clicks =0.1*100=10% your conversion rate is 10%.
Optimization in digital marketing terms is to test ideas and improve performance. How? You can use many tools able to track experiments that have different variations, A/B testing, control versus test groups, testing different marketing funnels, and compare your results with what is working and what is not working, I strongly recommend logging your experiments in a scientific journal.
Once you figure out through the experimentation process what works, you can replace the current landing/product page, blog post, video, or image and use the one that had more success during the experimentation process. You can go into deeper detail by using data science and machine learning models to make projections to see if the experiment is actually worth it.
I recommend looking into data science and algorithmic marketing as it goes into deeper detail on how it works.
What are Digital Experiments?
Digital experiments are tests that help marketers increase conversions by measuring impressions, clicks, conversions, images, text, headings, videos, designs, color schemes, interactive tools, forms, content design, themes, layouts, prototypes, product pages, etc.
The most common digital experiments are A/B, Multivariate, Redirect, and Personalization tests.
They encompass a wide spectrum of scientific methods that helps online marketers and CRO Experts to make informed and effective decisions to move forward with a digital strategy that is proven to work based on their initial experiment’s hypothesis.
It uses the scientific method but on a “digital” product and can help align users’ goals and business objectives on the web system.
You can break it down into steps: Observe, have specific questions, build a hypothesis, experiment, analyze results, and write your conclusions.
Most importantly is to test regularly as digital marketing is scientific advertising.
What are Recorded Sessions?
Recorded sessions are saved videos of users navigating through a website that tracks every mouse movement, click, scroll, taps, events, triggers, sessions, page views, etc. and it records them as a single user that has the potential to analyze what works and what’s not working.
It helps to understand how the audience is using your website and you can check where, when, and why they leave, when are they getting frustrated with a landing page, if the behavior has any anomalies, if there is a broken link, or if they are stuck with submitting a form that has a bug.
CRO and marketing specialists can create an improvement plan to analyze all the aspects of the lowest converting sessions and improve the user experience with their findings.
What is Landing Page Optimization?
Landing page optimization is a method to improve any type of page (resource, blog, press release, article, product, service, home, etc.) that has the ability to align from beginning to end of the user’s journey to target business objectives and make it as frictionless and simple as possible in order to reach a specific goal (newsletter sign up, submit an order, phone call, submit a form, play video, download resource, etc.).
You can use different conversion rate optimization tools that help you test audiences coming from specific sources, by session, by user behavior, etc. and you can break down different tests by control or variant groups to gather information and process the data to make informative decisions and apply them back to the landing page.
What is Personalization?
Personalization is a tactic used to build a unique digital journey based on user demographics, behavior, psychographics, preferences, and where they are on the marketing or sales funnel. (top, middle, or bottom of the funnel).
This can be used in email marketing campaigns, search engine ads, remarketing ads, shopping ads, social media ads, and even on your own site’s content and landing pages.
You can test personalization ideas that help users cross the finish line with the best of intentions into helping them succeed.
CRO (Conversion Rate Optimization)
Services that Help Test Ideas:
- Landing Page Optimization
- A/B Testing
- Multivariate Testing
- Redirect Testing
- Heat Mapping & Session Recording Software
- Mobile engagements
- Conversion Funnels
- Recorded sessions
Applying Web analysis, recommendations, insights, and suggestions to adapt the digital strategy and improve user experience to meet stakeholders’ business objectives.