We are doing a lot of Conversion Rate Optimization (CRO) of late. With the traffic costs going through the roof, and organic SEO much less predictable, optimizing your site for conversion should be a top priority.
Most CRO campaigns are looked at as more of a start and stop project. You hire an agency, create some new landing pages or maybe a variance on home page layout, pick a winner, and your are done. In my opinion, you are just getting started.
Depending on what platform you are on (my favorite is Optimizely, there are others like Monetate or Adobe Target) you can go beyond just a test. What if you could create a user experience for each visitor, custom tailored to him or her? No site can be built for each and every demographic. And by utilizing aforementioned technologies readily available at your disposal (and others), you can create custom experiences by not only the basics like geography, time of day, seasons (and weather), but you can also tap into IP=based demographic databases and DSP’s that can give you a full make of a user. What if you could dynamically generate a site based off of a few indicators that you know about that individual?
It might seem daunting, but technology is getting better and this will only get easier, so its time to start thinking about how you to can start creating custom experiences with the product or service you are selling.
I will get into the details of custom experience optimization in a subsequent post. This is a short teaser to hopefully help you open your mind a bit to the technologies available to you. Come back in a couple of weeks for the follow up!