How Are Brands Hoping to Boost Conversions? - eMarketer

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How Are Brands Hoping to Boost Conversions?

Client-side marketers look to A/B testing, online surveys and copy optimization—three relatively easy tactics

October 20, 2016

Brand marketers are looking to a variety of digital tactics to improve conversion rates, according to research. While many of their efforts are effective, they also tend to focus on some of the easiest tactics to implement, like A/B testing.

Current vs. Planned Methods Used to Improve Conversion Rates According to Client-Side Marketers Worldwide, Aug 2016 (% of respondents)

According to August 2016 polling by Econsultancy and marketing technology solutions firm Red Eye, A/B testing is the most common form of conversion optimization used among the client-side marketers surveyed worldwide. It was one of three forms of conversion optimization currently used by a majority of respondents, along with online surveys and copy optimization.

Respondents did report big plans for doing more to optimize conversions, however. More than half planned to use website personalization in the future, and more than 40% said they had plans to use event-triggered emails, segmentation and customer journey analysis.

Methods that Client-Side Marketers Worldwide Consider Highly Valuable for Improving Conversion Rates, 2015 & 2016 (% of respondents)

Customer journey analysis, according to the client-side respondents at least, is the most effective way to optimize conversions—and just under half are doing it already. A/B testing was also highly likely to be rated effective, both in 2015 and 2016. More than half of brand marketers also said website personalization and segmentation were helpful.

These were also some of the toughest tactics to implement, though. More than eight in 10 client-side marketers said website personalization was at least “quite” difficult; more than six in 10 said the same of customer journey analysis and segmentation.

A/B testing, copy optimization and online surveys—the three most popular conversion optimization tactics—were also the three easiest, according to respondents.

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