I was doing a customer onboarding training session with one of our Business members last week and when I was talking to the digital marketing manager and team, our conversation quickly turned to what is a good conversion rate and the best techniques to improve it. Their UX specialist referred to it as 'crow' and it made me think how many people involved in marketing know or use this term for conversion rate optimisation. Since our research shows that despite its potential power to increase leads and sales, it's not as widely used as you might expect.
In our recent managing digital marketing report, we asked about a range of techniques used to research and improve customer journey effectiveness. It was good to see that techniques such as customer persona research and customer journey mapping were widely used and AB testing, the most important technique in CRO used to identify a better performing page alongside a control was alongside them in popularity. AB is now used by 48%, which is over double what is when we first asked in our first survey 3 years ago.
However, other techniques which are an essential part of CRO, such as visitor intent surveys, usability, and path analysis were much lower. It was also interesting how little multivariate testing is used since it isn't a new technique, although it is constrained by having sufficient visitors to run a statistically valid test.
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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