In Part 1 of our two part blog, we discussed five best practices within Digital Experience Analytics to consider as part of your Conversion Rate Optimization program. Those five areas included 1) Segmentation 2) Struggle based abandonment 3) Performance 4) Anomaly detection and Alerts and 5) Voice of the Customer. In this post, we will highlight five additional best practices to support your Conversion Rate Optimization efforts.
5 Additional Best Practices to Drive CRO
We will be addressing a combined set of conversion rate optimization (CRO) best practices at a webinar on June 27th, 2023. You can register for the webinar by clicking the link here. Now let's take a look at 5 more best practices that can help advance your CRO initiatives:
- Call Center Support
The Call Center or Customer Service Center is a rich source of information on customer struggle points and which CX issues are impacting conversion rates. By enabling the Customer Service team with session replay, we are creating the capability to do root cause analysis as issues arise. This capability eliminates the need to try and recreate customer struggles. The elimination of issues identified by the call center will result in the direct reduction of abandoned sessions and in the increase of conversion rates.
- Onsite Search
Onsite search provides a unique opportunity to understand exactly what each visitor is looking for when they come to your site. Optimizing the path for users based on what they are looking for enables improvements in conversion rates. Are you providing the right content and product information for the top search terms? Incremental click through rate improvements on search, will yield incremental downstream improvements in conversions.
- AB Testing
AB Testing is another critical tool as part of your Conversion Rate Optimization program. AB Testing provides the ability to test small improvements to elements of your business flow and the impact of changes to conversion rates. Connecting your AB Testing efforts to Digital Experience Analytics provides incremental benefits. First, you can automatically leverage the reporting and analytics embedded in Digital Experience Analytics. You can also leverage the anomaly detection and alert management capabilities to flag any issues that may have inadvertently been due to an AB Test. Finally, by leveraging the session replay and heatmap functions, we can visualize the direct impact of our tests on end users. Leveraging AB Testing and Digital Experience Analytics together will benefit conversion rate optimization program.
- Page Engagement
These are different techniques to track page engagement, but what is important is to link those interactions and behaviors to conversion rates. Regardless, if we are tracking engagement with the main navigation bar, product pages, or other specific navigation elements small improvements in user engagement can have a direct impact on conversion rates. Detailed tracking of page engagement is a critical element of your Digital Experience Analytics implementation.
- Marketing Engagement
We can enhance our Marketing Attribution efforts and gain deeper insights into which campaign activities is driving our conversion rates, by combining marketing attribution with marketing engagement. We can use these insights to improve landing pages, shift marketing spending, and improve offers that will net higher site conversions.
There are a number of use cases and best practices in leveraging Digital Experience Analytics to improve conversion rates. The five referenced above plus the five from the preceding post are a representative sample.
If you would like to learn more about Digital Experience Analytics and a set of best practices for your Conversion Rate Optimization program, please join our webinar titled, “Digital Experience Analytics Best Practices to Drive Conversion Rate Optimization“ on June 27, 2023 at 12:00PM ET. Click below to sign up for this session.