Which Methods Will Help Improve Conversion Rates? - eMarketer

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Which Methods Will Help Improve Conversion Rates?

More client-side marketers plan to use site personalization

December 8, 2015

A/B testing is still a top method used among client-side marketers to improve conversion rates. But other methods, like site personalization, are becoming more of a priority for those who plan to implement it to increase results.

Methods that Client-Side Marketers Worldwide Currently vs. Plan to Use to Improve Conversion Rates, Sep 2015 (% of respondents)

According to September research by Econsultancy and RedEye, which surveyed 900 client-side and supply-side digital marketers and ecommerce professionals, A/B testing—unsurprisingly—is one of the primary methods used by more than half (58%) of respondents. Additionally, more than one-third of client-side marketers worldwide said they plan to use it and just 7% said they have no plans of using it.

Online surveys and customer feedback, as well as copy optimization were also methods that more than half of respondents used to improve conversion rates. Other methods, such as multivariate testing, cart abandonment analysis, expert usability reviews and site personalization aren’t currently used as often, but client-side marketers are looking to change that.

For example, only 22% of respondents said they use site personalization to improve conversion rates. However, 56% said they plan to use it. Additionally, almost a quarter of client-side marketers currently use expert usability reviews to help improve results and more than one-third plan to use it.

More marketers also plan to use usability testing, event-triggered and behavioral email methods. At present, 42% of respondents said they use usability testing, and an additional 42% of respondents said they plan to use the method going forward. Similarly, 40% of respondents are using event-triggered and behavior email methods and an additional 46% of those polled said they plan to use it.

Most Effective vs. Difficult Tactics to Execute for Landing Page Optimization (LPO) According to Marketing Professionals Worldwide, April 2015 (% of respondents)

Marketers are using these methods to improve their conversion rates, and while they can be effective, they can also be difficult. A separate April 2015 study by Ascend2 found that A/B testing was an effective tactic used to execute for landing page optimization (LPO) according to 52% of marketing professionals worldwide. Some 18% of respondents said that it was the most difficult tactic.

Furthermore, 27% of marketing professionals said event-triggered email was the most effective tactic, while 16% of respondents said it was the most difficult. Respondents also found usability testing (31%) and multivariate testing (41%) to be the most difficult to execute for LPO.

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