What’s next after conversion rate optimization?

Here we are in 2017 still searching for conversion rate optimization tools. There is so much content writter on conversion optimization solutions, ideas, tricks and lots that you might think is changing the world. Is this true, are we missing something if we don’t optimise our site based on conversion rate? Definitely we miss some sales, which might hurt our business.

This new thing that started somewhere in 2011 with Optimizely (the first large company that was found specifically for this). And for 6 years it looks is still here to continue, but the definition of it changed a bit since it’s beginnings.

According to Wikipedia:

In internet marketing, conversion optimization, or conversion rate optimization(CRO) is a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage. It is commonly referred to as CRO.

How do companies apply this CRO definition when building their solutions? Here are a few ways popular tools are doing it:

  • displaying popups, widgets to match visitor interest, some on the user intent of exiting the website.
  • analysing visitors behaviour with mouse tracking, session tracking and a few other tracking methods. Finding our where they leave the shopping journey and trying to understand why it happened at that place.
  • doing A/B or MVT testing on existing site content, design, copy or anything that exists.

Some companies built entire “frameworks” on doing conversion rate optimization. This type of approach helps you have a full view over the entire process of optimization and staying in focus while doing it. There is LIFT framework, READY framework and lots more. Here’s a google search of this term: https://www.google.com/search?q=conversion+optimization+framework

understand reasons why you need to optimize your conversion rate.

But for how long is this trend going to continue?

From my point of view, I’m sure it will still be there in 1-2 years, but afterwards will only be used as any other marketing tactic la email marketing. So what’s next.

During same period of “conversion rate optimization” trending success some other terms are coming our from Google Trends search:

The yellow and red lines are: marketing automation and marketing cloud.

Marketers are currently using lots of solutions in their daily activities: some for conversion rate optimization, email marketing, dynamic ads, retargeting on adwords, facebook and a few others, live chat systems and so on.

What is Marketing Automation?

First definition from Google says: Marketing automation refers to the software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, social media, and other website actions. The technology of marketing automation makes these tasks easier.

What is Marketing Cloud?

Marketing Cloud incorporates integrated solutions for customer journey management, email, mobile, social media, web personalization, advertising, content creation, content management and data analysis. Cloud comes from having all these available in one place, where you can gather all available data from multiple source, and “export” messages according to each client channel.

Putting these 2 definitions together and we get Marketing Automation Cloud. This is what we, at MARA are trying to build: a fully featured solution that integrates daily functionalities that marketers use into one place and is able to deliver the right message at the right time on the right device.

To conclude our post, we think that Conversion Rate Optimization will change into one of these 2 terms (or the combined one) as it will become just a task marketers will do in their day to day activities.

Ready to grow your business?