ou need a platform to optimize conversions for your company? //

Conversion optimization platforms allow marketers to test and personalize websites and mobile apps to ensure that each user has a pleasant experience.

Let’s dig deeper: What exactly is a conversion optimization platform, you ask?

To determine if your company requires one, you need to do a thorough self-assessment about your organization’s financial resources, staff capabilities, and management support.

The business needs and the consequences

Failure to meet expectations can lead to serious business consequences. McKinsey research shows that 71% of consumers expect companies and individuals to personalize their interactions. 76% are frustrated when they fail to do so.

Analysts also noted that frustrated customers can now move on easier than ever. Three quarters of the affected consumers found new shops, products, or purchasing methods during the pandemic. Businesses understand the importance of customer service to their organizational health. Nearly half of all companies consider the digital experience “critical”, while only 33% believe that maximizing conversions on their websites is critical. This was according to a Decibel/Econsultancy survey.

Although COPs can be deployed in a DXP or separately, they all have the same goal: to deliver experiences that satisfy users’ needs and maximize conversions.

Make an informed decision about adoption

The key components of the adoption decision process for COP are understanding your current testing processes and identifying areas where you need improvements. These questions will assist your company in determining if COP is right for you.

Are there any needs that we don’t have met by our current testing programs? Is there a limit to what a COP can do? What are the potential use cases for the technology if you don’t have one?

Are we able to manage the agile marketing workflows required for conversion optimization? Marketers must continue to look for ways to improve customer experience and test their intuitions to confirm their findings.

Can the martech that we use to manage our website, mobile apps and other services work with a COP? While conversion optimization platforms can be used with many systems and are very flexible, it might be more difficult to integrate them with a CMS or homegrown CMS.

Are we supported by web development leadership? You will need to collaborate with developers if you plan to conduct larger tests that involve the infrastructure of your website or app. It is crucial to get them to support the adoption of this technology.

Does the C-suite support this kind of initiative? Executive buy in is crucial for any martech adoption.

Your management will increase the likelihood of a successful adoption

• It is a conviction that improving conversion rates and customer experience is essential for the success of a business.
• Confirms that conversion optimization should be a continuous pursuit and not just a once-off event.
• Are you willing to invest in the software and personnel necessary to implement a conversion optimization program?

The Enterprise Optimization Platforms: A Marketer’s Guide is now available for download.

Do you need a conversion optimization platform for your company? appeared first on MarTech.