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Testing, Testing, Testing

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Jan 4 2010

In this tough economic climate, all companies are trying to improve their overall bottom lines. How can online and digital marketing help with this? In a recent study from summer 2009, most companies stated that the No. 1 conversion relevant to them was sales, with sign-ups and registrations a close second. What are the key tactics to improve overall conversion on site?

Not surprisingly the most effective tactic seems to be testing whether it is A/B or Multi-variate testing followed closely by cart abandonment and triggered communication. Testing is a very critical component for improving conversion rates. As companies get more sophisticated with their segmentation and targeting strategies, they want to consistently test to further define their micro segments to make content more relevant online as well as via other digital channels. This ability to identify, define and target the micro segments is extremely critical and usually has a direct influence on the overall conversion rates.

The other most widely employed tactic is using triggered communication based on on site behavior analysis. An example would be to trigger an email offer based on cart abandonment analysis to drive conversion rates.

For each of these tactics, the key components are:

  • a. Data from web analytic tools to understand user demographics and behavior
  • b. Segmentation & Targeting capability
  • c. Testing strategy to be able to identify micro segments

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