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.
And complicated.
Or is it?
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.
Drip, drip.
Did you hear that?
That’s the sound of potential customers leaking out of your sales funnel.
Drip, drip…
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.
Hopefully you have many optimization weapons in your arsenal: digital analytics, A/B testing, click mapping, user testing, etc.
One you may not have thought of (and hence your competitors might not be aware of): eye-tracking and visual engagement analytics.
Analytics is a field that moves fast.
Most changes have happened as a result of the transition from PC computing to mobile. Mobile is still a new space for analytics. Things are happening quickly, and everyone’s looking for the newer, better, and faster solution.