The key is to have a site with a reasonable experience, clear and measurable objectives, and then apply tools that make it more personal and relevant to the visitor. Measurement has come to marketing … at least to digital marketing!
Ask any Retailer on-line if you want to improve your sales by 100%, the answer is clear. The return is evident. So how do we do it?
Today the digital world is complex. Behind the apparent simplicity of the web there is a lot of work, many technologies born to make “the digital channel a success”: analytics, web 2.0, usability, searchability, accessibility, and many other “.. ility “.
Is each of them the answer? All of them? There is a common aspect in all of them: Obtain information, measure, and that this knowledge is translated into a personalized and relevant experience for the visitor.
And this is where a new way of testing new experiences and measuring the results comes in in such a way that, for the first time, the full potential of the digital world is extracted to make it fast, easy, and with measurement of results.
So the answer is to combine good business and marketing ideas with excellent optimization tools such as the “Advanced Multivariate Test”.
Until now, we have worked, similar to the traditional world, with common sense as a tool to test a new online campaign, a new product, etc. The results evaluation process took months, with improvement rates rarely exceeding 20%. This is the example of one of the best British Retailers, which has improved its on-line registration process by no less than 50%, but that is, after almost a year of work.
” The fear of spoiling what works “: manual difficulty caused another factor no less important: the fear of change, to jump without a parachute. An on-line travel company told us: ” I know my site can be improved, but with the volume of my online sales, I don’t dare touch anything .” More and more we find this type of attitude that “paralyzes” the evolution of online channels.
Well, let’s speed up this optimization process, with the certainty of measuring and reducing risk. Let’s find the right parachute.
There may be many ideas to test about an online process, and that will require the participation of different areas of the organization (product, sales, marketing, …): The type of message (more emotional, more seller), the extension of the texts, location and types of creatives, different prices, inclusion -or not- of complementary offers … Once we have the important alternatives to test, that’s when the “magic” of an Advanced Multivariate Test comes in.
There are different technologies that allow “publishing” at the same time different combinations (hundreds) of pages with the different options of banners, logos, images, ways of browsing … that we want to test. In this way, each visitor will see a website slightly different from another and, in a few weeks, we will be able to be certain of the optimal page combination.
And that’s not all. Not all visitors are the same and “personalization” and “relevance” are the fashionable concepts that make the online world a scenario that can be adapted to each visitor. Well, this type of “multivariate test” · allows us to identify the best scenario for each “type” of the client. Different types of customers can be considered depending on the geographical location, depending on their frequency of visit (or those who visit us for the first time), or depending on the type of product they have bought or are interested in buying (value of the customer or prospect). The experience could be different because the visitor’s context is different.
This way of working achieves results on many occasions that double and even triple the effectiveness of the site.
Beyond the effectiveness of conversion ratios itself, the value that information brings to the business is very interesting: The “winning” recommendations can question ideas previously extended in the organization. Among others, let’s see some conclusions of a recent process of optimization of online purchase in Telco:
It was demonstrated that commercial aggressiveness (inherited from the call centre) was not applicable in the online purchasing process. The ” buy now! ”Scared away visitors from the claim of“ see more ”that made the user navigate to the next step, analyze the information and finally buy.
Excess products were shown to reduce decision-making power. It is better to propose a few “suggested” products to guide the purchase, rather than “show off” the wide catalogue that scares the potential buyer.
It was shown that the user who came directly from search engines could not make the purchase decision with the scarce information about the product, compared to greater effectiveness of frequent visitors to the site or who have previously navigated through it.
It was confirmed that online exclusivity helps: The text ” buy online ” proved highly effective