5 use cases for conversion optimization
Conversion optimization is the process of making informed adjustments to get better ROI from existing content. Below are five use cases that demonstrate the value conversion optimization can have for marketing, sales, and overall business objectives.
1. Increase profitability
Pain: A company wants to optimize sales by categorizing the services they sell to partner companies, but the company doesn’t know why their partners purchase one service over another.
Solution: Use customer data to create personas, develop go-to-market plan around personas, and create messaging and assets to support this strategy.
Outcome: Enable smarter targeting and streamline sales approach.
2. Increase engagement
Call to Action (CTA) adjustment to increase registration sign-ups
Pain: A company has high traffic to their event landing page but low click through rate (CTR) on registration.
Solution: Conduct multivariate testing for text, color, size, and location of CTA button.
Outcome: Adjust the CTA button using customer preferences to boost registration CTR, increasing overall event attendance.
3. Increase brand loyalty
Data utilization to create personalized content for delivery to customers
Pain: A company is struggling to deliver the right content at the right time.
Solution: Utilize existing customer data to create personalized content for delivery to customers.
Outcome: Increase in local store and/or site traffic through delivery of personalized content that is relevant to each specific user, based on past interactions, purchases, etc. This ultimately leads to an increase in engagement, support along the customers’ journey, and a more targeted focus to guide the customer’s final purchase or action decision.
4. Increase customer acquisition
A/B testing to drive customers through the marketing funnel
Pain: A company struggles to attract new customers and needs a pipeline of new prospects.
Solution: Use A/B testing process to iterate and optimize owned content and website to improve desired customer behavior and prioritize based on expected improvement and ease to execute.
Outcome: More prospects engaging with top-of-funnel, inbound marketing content, visiting company website, and taking desired action.
5. Improve customer experience
Pain: Customer retention rates are low due to poor user interface.
Solution: Develop stronger web platform and improve UI, including better integrations for social channels.
Outcome: The overall customer experience is better, keeping users engaged and improving retention, increasing the likelihood of conversion.
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Steve Sack is the Digital Marketing Practice Area Lead (PAL) at Logic20/20. He is a marketing expert and university instructor with more than 15 years of agency and in-house experience.