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Trusting the data.

It’s a common theme that a marketing team should just “know” what will increase conversions. The online world is a data rich environment, and the term big data is something that you’ve probably heard before. So, get your hands dirty and use this data to grow your business!

Whether a marketing team is trying to enhance the landing page, improve customer loyalty, reduce bounce rates, or create calls to actions, big data has proven to be an indispensable tool. Big data is a result of ensuring each element is comprehensive measured, every single element on your website should be tracked for optimization. Data analytic tools can track all micro interactions such as; every click, scroll, hover as well as every macro interaction; every checkout, sign up, account creation. This will help you in determining what elements are useful, and what can be removed. Understand both micro and macro elements of your website will allow you to piece together the data and enable beneficial analysis work to be completed.

Now you may ask how big data is transforming marketing and sales? This is where conversion rate optimization comes into play. Conversion rate optimization (CRO) is all about increasing the percentage of visitors to a website that convert into customers. All optimization work should be backed by data, through the collection of big data we now have a fantastic insight into how customers interact with our website. CRO takes the guess work out of building and improving websites, all decisions should be based on what the data is telling you.

Without big data analytics, companies are blind and deaf, wandering out onto the Web like deer on a freeway - Geoffrey Moore

In addition to tracking data, we should be treating the online customer experience as a conversation with the customer. The concept of “know your customer” (KYC) is used to gain insight into customer behavior to ensure your marketing strategy is focused on the customer. Conversion rate optimization implements changes that customers will appreciate. Maintaining a customer-orientated strategy allows us to implement changes that will promote organic growth.

Once we understand the customer, we can leverage all the data we have collected to complete multivariate statistical analysis. If the term multivariate is new to you, first you need to understand what an A/B test is.

An A/B test is simply a comparison between version ‘a’ and version ‘b’. Multivariate testing allows you to test changes to more than one variable and combine and review all results together. As an example, you will be able to compare image ‘a’ and image ‘b’ with four different calls to actions. Instead of reviewing two separate outcomes in standard A/B testing, you’re now measuring the output of 8 different versions.

Multivariate testing removes the guesswork from conversion rate optimization and lets you tests your optimization theories. Users can then make 100% data-based decisions to enable change which will produce the most conversions on your website.

With everything you’ve just learnt, get onboard with Convertive and uncover the benefits of Conversion rate optimization. Our goal is to ensure your marketing strategy revolves around the customer, ensuring that all elements of your website are comprehensively measured and optimized to ultimately boost sales. What are you waiting for?

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