It’s important to know the most efficient way to arrange your optimization team to ensure their productivity and yours.
But what’s the best way to structure your team? Should optimization folks be in a separate team? Or under product teams? Or marketing?
There’s several different ways, and choosing which one works best for your company can be challenging. Here’s a rundown of the frameworks, their functions, and the benefits and challenges of each.
Conversion optimization is hard; it’s constantly changing and you need to know a lot about a lot. Keeping up with the technology changes and managing business’ expectations can be tricky.
Here’s what some of the top experts in the field are saying about the top challenges in conversion optimization.
A/B testing tools like Optimizely or VWO make testing easy, and that’s about it. They’re tools to run tests, and not exactly designed for post-test analysis. Most testing tools have gotten better at it over the years, but still lack what you can do with Google Analytics – which is like everything.
Knowing how to measure content marketing ROI, like measuring optimization ROI, is hard.
Or is it?
According to Amplitude, product analytics “show you who your users are, what they want, and how to keep them.”
Indeed, I remember the first time that a client told me how much analytics had helped their business. They were able to increase their sign-up rate for their product by 22% while reducing their marketing costs. It wasn’t magic or fancy tactics. They simply used their analytics data to make informed decisions.
They didn’t have to guess or take huge bets. They knew exactly what was working and what they needed to do more of.
From the outside, it seems like data is impartial. It’s cold, objective, accurate.
In reality though it’s more complicated. In the hands of someone with an agenda, data can be weaponized to back up that viewpoint. Even in the hands of someone benevolent, data can be misinterpreted in dangerous ways.
Session replays are a common conversion research technique. And they can provide a lot of value.
Still, the process is amorphous. I haven’t seen a structured way to approach session recordings other than just sitting down to watch a bunch of them and inferring your qualitative findings, somehow lopping them into the rest of your research stack.
But what if there were a better way?
It seems all technology is getting smaller and more efficient. It’s certainly true for computers, as smartphones are progressively overtaking their larger counterparts.
According to Dazeinfo research, there were about 1.13 billion smartphone users in 2012. This number increased by 27.1% in 2013 to 1.43 billion, and by 2017, nearly half of global mobile users are likely to own a smartphone.
Band-aiding a mobile experience is no longer a possible solution, as 70% of mobile searches lead to action on a website within 1 hour of searching.
Did you hear that?
That’s the sound of potential customers leaking out of your sales funnel.
Another customer gone.
After fighting tooth-and-nail to launch your SaaS business, the last thing you want is a leaky sales funnel to undermine all your hard work. Because even a small leak can snowball into a gushing cascade of leads, leaving your business bone-dry.
Google might be the holy grail of analytics, and there’s little question that you need it plugged in if you want to track your website’s success. But that doesn’t mean Google Analytics is telling you the full story.
In fact, your analytics could be telling you outright lies.