The Middle East goes through constant digital transformation. eCommerce, ride hailing, delivery and even car fuelling are being digitally pioneered in the region. But even in Dubai, where much of the change originates, companies keep waiting years for big digital transformation projects to deliver results.

This doesn’t have to be the case.

 

Hello CRO

Conversion Rate optimization, CRO, or just “optimization” if the process of identifying areas for improvement and testing them on your digital funnel. When done right, CRO delivers results quicker with less risk.

 

Why optimize?

CRO is used to improve the flow of customers through the marketing or conversion funnel. It is a cost-effective way of boosting traffic to sections within the flow, without having to increase your paid media budget. These improvements can result in:

  • More leads and revenue – Good CRO ensures more users are reaching the end goal of your marketing funnel, resulting in measurable success.
  • Improved lead quality – If your digital experience’s goal is lead generation then you are likely to get better quality leads by providing a tailored experience.
  • Increase ROI / reduce costs – Improved conversion means return on investment from your spend on paid channels etc. gets better.
  • Better UX – Users will get newer/nicer designs and content more frequently. As a ux design company in dubai we love giving users delight!
  • Quicker results – Since tests are smaller and lower risk than huge transformation projects, you provide business impact quicker and more frequently.

 

Who should optimize?

CRO can benefit many types of platforms. Some of the best results are likely to be seen on:

  • eCommerce solutions – eCommerce websites and apps have clear funnels and measurements for success. They also usually have more traffic than other solutions due to the marketing efforts driving traffic – often making tests shorter.
  • Digital campaigns – Campaigns have many opportunities for CRO, ranging from ad or post copy and artwork, all the way to landing page tests with different audiences. CRO should be introduced early on so that your budget isn’t blown on unoptimized efforts.
  • Existing digital products – Websites or apps that have unique or complex interfaces benefit from CRO by being able to validate ideas with quantitative data from a real audience.

 

How to optimize

As mentioned earlier CRO can scale from tiny to huge projects. If you’re looking to get started follow these basic steps:

  • Identify – Use quantitative and qualitative data to identify areas that need improvement. Sources of this data can include analytics tools, marketing dashboards, survey results or previous test results, etc.
  • Build – Design, write and develop ideas that are likely to improve Key Performance Indicators (KPIs). Changes can range from simple copy or colour tweaks all the way to total redesigns or development.
  • Test – A/B Test or Multivariate Test (MVT) the variants you build with a live audience at the same time. Give tests time to reach statistical relevance to avoid any bias or anomalies against your control version.
  • Implement – Gradually switch your audience to the winning variant. Even if all of your ideas produce negative or neutral results, you can take action.

CRO comes built in to the most popular digital marketing platforms, but on-page optimization requires the use of testing tools such as:

  • Google Optimize – A free tool that easily integrates with your existing Google Tag Manager and Google Analytics accounts for websites. The free version is a great way to begin your CRO journey and scales from small tests using the WYSIWYG editor to advanced code injection redesigns.
  • Qubit – A more advanced tool that allows optimization and personalisation on any web platform. The features allow you to test multiple variations, update content without the need for a developer and segment your audience via uploaded data sets allowing for personalisation.
  • Sitecore – The world’s leading Digital Experience Platform (DXP). Sitecore has powerful testing and personalisation features built in, with no reliance on front end technologies. Sitecore’s database builds up detailed profiles of all audience members who engage with your platforms in real time, allowing marketers to customise content instantly or form more accurate campaigns.

 

What comes next?

CRO quickly improves your digital experiences, but the ultimate goal is personalisation.

Personalisation allows organisations to connect on an individual level with their audience. There is too much detail to go in to in this article, but we’d be happy to discuss your needs for optimization at any scale, so please get in touch below...

17 Sep 2019
Author
William Hodgson-Byrne,
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